编码解码理论视角下健康科普短视频创作研究

Research on the Short Video Creation of Health Science Popularization from the Perspective of Encoding and Decoding Theory

在斯图亚特·霍尔“编码解码”理论基础上,将“健康中国”大背景下健康科普短视频创作编码与受众解码纳入创作思考中,通过对传播渠道和受众人群进行分析,提炼受众解码偏差及三种不同的解码方式:霸权式解码、协商式解码、对抗式解码,结合时下科普需求及短视频自身发展状况,为健康科普领域内容创作者提供创作思路,以期在未来有更多、更优质且能够实现传播效益最大化的健康科普短视频涌现,为健康中国添砖加瓦。

Based on Stuart Hall's theory of"encoding and decoding",this paper incorporates the encoding and decoding of health science popularization short videos based on the context of"Healthy China"into creative thinking.By analyzing communication channels and audience groups,it extracts audience decoding biases and three different decoding methods:hegemonic decoding,negotiated decoding,and oppositional decoding.Combining the current demand of the science popularization and the development status of short videos,this paper aims to provide creative ideas for the content creation in the field of health science popularization with a view to the emergence of more,excellent health science popularization short videos that can maximize communication benefits in the future and contribute to healthy China.