“科普中国”App微视频的传播特色与发展策略

On the communication characteristics and development strategy of"China Science Communication"App science micro-video

科普微视频是随着网络新媒体兴起而发展起来的一种新科普形式。作为中国科学技术协会塑造的品牌,“科普中国”App是“科普中国”在移动端的统一入口。“科普中国”App微视频在内容方面呈现出选题丰富、创作主体多元、把关性强等特点,在传播方面则表现出形式多样、及时跟随热点以及用户参与式传播。但依旧存在爆款内容不多、用户创造力不足、多渠道传播没有充分发挥联动效应等问题。针对以上问题,可以从内容、用户、传播主体、传播渠道等角度,采取“内容为王”,强化科普服务供给侧改革;提升用户主体性,实现公众参与;建立平台矩阵,实现联动传播等发展策略。

Science micro-video is a new popular science form developed with the rise of new network media."China Science Communication"is a brand created by China Association of Science and Technology,and"China Science Communication"App serves as the unified entrance of"China Science Communication"on the mobile terminal.The content of"China Science Communication"App micro-video has the characteristics of rich topics,multiple creative subjects and strong gatekeeper.In terms of communication,it shows various forms of communication,timeliness of following hot spots and user participation.There are still some problems in the science micro-video,such as the lack of popular content,the lack of creativity of users,and the insufficient interaction effect of multi-channel communication.In view of the above problems,we can take"content as the king",strengthen the supply side reform of science popularization service,enhance the subjectivity of users,realize public participation,establish platform matrix and realize linkage communication.