话题营销视角下的国产科普纪录片传播创新研究

Research on the Communication Innovation of Domestic Science Popularization Documentaries from the Perspective of Topic Marketing

科普纪录片是进行科普工作的重要途径和手段。本文以当前媒体环境下的科普纪录片传播为研究对象,考察了媒介环境变迁下科普纪录片在题材选择、叙事方式、类型风格、传播平台等方面的困境和障碍;讨论了新媒介技术、平台思维和用户参与等综合因素作用下的注意力分配变革新趋势,总结了科普纪录片在话题营销导向下的传播创新趋向。最后,结合科普工作需要和传媒生态现状,提出了科普纪录片的传播创新策略,精耕垂类领域,力求圈层传播;注重微型叙事,推动话题生发;展现科普个性,建构差异化市场;布局多元媒介,形成全媒化传播。

Science popularization documentary is an important way and means to carry out science popularization work.Taking the science popularization documentary communication under the current media environment as the research object,this paper examines the difficulties and obstacles of science popularization documentary in the subject selection,narrative mode,type and style,and communication platform under the change of media environment,this paper discusses the new trend of attention distribution reform under the influence of new media technology,platform thinking and user participation,and summarizes the communication innovation path of science popularization documentaries under the guidance of topic marketing.Finally,combined with the needs of science popularization work and the current situation of media ecology,the paper puts forward the communication innovation strategy of science popularization documentaries,focusing on vertical fields and striving for circle communication,focus on micro narration and promote topic development,demonstrate the personality of science popularization and build a differentiated market,multimedia will be deployed to form full media communication.