科普视频在“抖音”短视频平台的传播

The Research on Science Communication by Video on“Tik Tok”

中文关键词: 科普 短视频 抖音 传播

英文关键词: science communication  short video  Tik Tok  innovation

中文摘要:

      在短视频行业日益火爆的今天，科普工作应当创新发展，以科普短视频这种更具活力的形式结合短 视频平台强大的传播力量，使科普更加深入人心。本文以“抖音”短视频平台为例，首先归纳出科普短视频 在抖音平台上的两种传播形式，分别为发布短视频和发起挑战活动。从选题、内容和推送特点三个方面，分 析了科普短视频在抖音平台上的传播优势，体现在拉近与公众的距离、促进行业内科普视频资源共建共享和 填补科普的最后一分钟。提出科普视频在抖音平台传播的几点建议：提升账号品质，创新展示手段，设置吸 引用户的挑战话题等。

英文摘要:

      Given the booming industry of short videos，science videos should be innovated and developed with more dynamic forms in order to make science popularization more popular. This paper takes“Tik Tok”as the research sample，and summarizes two communication forms of science short video on“Tik Tok”，which are releasing short videos and launching challenge activities. The study found out three advantages of“Tik Tok”for science video communication，which are closing the distance with public，promoting co-construction and sharing of science video resources，and using fragmented time for science communication. Finally，this paper proposed some suggestions about how to make science communication better on“Tik Tok”such as improving accounts’credit，updating displaying ways，and calling up attractive challenge activities.