基于诱惑性细节效应的动漫科普短视频传播效果研究

A Study on Science Popularization Effect of Cartoon Short Videos Based on Seductive Details Investigation

动漫科普短视频是伴随移动互联网的快速发展而出现的科普形式。此类视频以科普为目的,伴随大量娱乐化、碎片化的信息。本文根据诱惑性细节效应理论,用控制实验的方法,分析了诱惑性细节与科普目标的相关度(高、低),及诱惑性细节所引发的情境兴趣(高、低)对科普目标实现所产生的影响。研究发现低度相关的诱惑性细节有利于科普目标的实现;情境兴趣在诱惑性细节与科普目标实现中起中介作用,可以提升观众记忆量和学习动机。

Cartoon short video of science popularization is a new form of science popularization that developed with the rapid growing of mobile Internet.Such videos are often accompanied by a large amount of entertainment and fragmented information.Based on the theory of seductive details effect,this paper analyzed the relevance between the seductive details and science popularization goal,as well as the effect of situational interest(high or low)triggered by seductive details on the achievement of popular science goals.The research suggested that the low-relevance seduction details were beneficial to the achievement of science popularization goals.Situational interest plays a mediating role,which can improve the audience’s memory capacity and learning motivation.