科学短视频流行度的影响要素研究--以中国科学院抖音账号为例

Study on the Influencial Factors of the Popularity of Scientific Short Videos:Taking Tik Tok Short Videos Presented by the Chinese Academy of Sciences as an Example

短视频日益成为科学传播的重要方式,其表现力和用户基础吸引了一批科研机构加入短视频创作者队伍。本研究以中国科学院(以下简称中科院)机关和研究所抖音账号在抖音APP所发布的科学短视频为样本,运用实证研究方法探究短视频流行度的影响因素,发现短视频上传者的"粉丝"数量、话题的播放量、内容类型、解说方式和表达风格对短视频的流行度具有显著影响。在总结中国科学院发布的科学短视频特征的基础上,基于分析结果提出视频内容和传播策略的若干优化建议,以期为科研院所(或科学共同体、科研机构)提高对短视频这一科学传播形式的应用效率提供借鉴。

Short video has gradually become an important method for scientific communication,and its expressive force and user foundation have attracted a batch of scientific research institutions to join in the short video creator team.In the study,scientific short videos presented by Chinese Academy of Sciences and its research institutes in the Tik Tok App are sampled to probe into the influence factors of video popularity in a way of empirical research method.It is found that the number of fans of the short video uploader,the viewing number of the topics,content type,narrative approach and expression style of information all affect obviously the popularity of short videos.On the basis of summarizing the features of scientific short videos published by Chinese Academy of Sciences and the analysis results,improvement suggestions of video contents and communication strategy are put forward as references for scientific research institutions in their making of short videos of better efficiency as a kind of scientific communication form.