科普视频在不同网络社交媒体平台的扩散模式对比研究--以“回形针Paperclip”新冠肺炎科普短视频为例

A Comparative Study on the Diffusion Patterns of Popular Science Videos on Different Social Media Platforms:Taking“PaperClip”COVID-19 Short Science Video as an Example

[目的/意义]为深入认知科普视频在不同网络社交媒体平台的扩散模式差异。[方法/过程]选取一个有影响力的科普视频(“回形针PaperClip”新冠肺炎科普短视频)和三个代表性网络社交媒体平台作为研究对象,使用python爬虫技术获取相关数据,采用社会网络分析法,从网络结构、扩散范围、扩散速度和热度变化等方面,对该视频在三个平台的扩散模式进行对比研究。[结果/结论]科普视频在三个网络社交媒体平台中的扩散模式存在差异,该视频在微博上的各个扩散指标均最大,哔哩哔哩弹幕网次之,而西瓜视频最小。造成扩散模式差异的主要原因为不同平台用户群体数量和类别存在差异,以及平台推荐模式差异。研究对于相关人员及部门科普工作的开展等具有指导意义。

[Purpose/significance]The purpose of this paper is to further understand the differences in diffusion patterns of popular science videos on different platforms.[Method/process]This paper selects an influential science video(“PaperClip”COVID-19 Short Science Video)and three representative platforms as the research objects.It uses python crawler access to relevant data,and comparatively analyzes this video's diffusion models on three platforms by using social network analysis method,from the perspectives of network structure,spread,diffusion speed and the heat change,etc.[Result/conclusion]There are differences in the diffusion patterns of popular science videos among the three online social media platforms.The video has the largest diffusion indicators on Weibo,followed by Bilibili,and Watermelon video the smallest.The main reasons for the differences in the diffusion models are the differences in the numbers and types of user groups on different platforms,as well as the differences in platform recommendation models.The research has a guiding significance for the development of relevant personnel and departmental scientific popularization work.