基于传播要素的“快手”平台抗疫科普短视频对比研究

A comparative study of anti COVID-19 short science video of"Kwai"platform based on communication elements

科普短视频在助力全民科学抗击新冠疫情中发挥了重要作用。本文基于传播要素,对比研究“快手”平台媒体、健康、科普三类账号疫情期间发布的抗疫科普短视频的传播现状。研究表明,不同传播主体传播内容特征显著,但产出结构不合理,传播效果差距明显。建议构建多元主体参与的传播生态、以品牌化和信息化强化内容生产、注重渠道建设和用户维护、聚焦公众需求提升传播效果。

Short science videos have played an important role in combating COVID-19 of the nation.Based on communication elements,this paper conducts a comparative study on the communication current situation of short science videos released by three types communication subjects of media,health and science popularization on"Kwai"platform during the epidemic.The case comparison shows that communication characteristics of different subjects are significant,but the content output structure is not reasonable,and the communication effect gap is obvious.Finally,the paper puts forward four suggestions,which are to build a communication ecology with multi-subject participation,strengthen content production,pay attention to channel construction and improve the communication effect.