新冠肺炎疫情期口罩主题短视频的 科学传播特点及启示

Characteristics and Enlightenment of Science Communication in ShortVideos on Wearing Masks in the Course of Combating COVID-19

中文关键词: 新冠肺炎 口罩佩戴 科学传播 短视频 媒介

英文关键词: COVID-19  mask wearing  science communication  short videos  media

中文摘要:

      新冠肺炎疫情期间，高质量的口罩主题短视频的科学传播可以促进公众形成正确合理的佩戴口罩的 认识和行动。基于对典型平台发布的此类短视频的内容分析，研究了三种类型短视频的传播语境特点和社会 效应，探讨了传播案例中认知误区的产生情景和原因，最后从四个方面阐述了对科普创作和媒介传播的启示： 创作和传播内容须与语境高度契合，自媒体平台应逐步建立严格的科学审核和纠错机制，科普资源应构建从 碎片化到体系化的内容库，培养科学理性思维应作为科普创作的重要目标等。

英文摘要:

      In the course of combating novel coronavirus pneumonia（COVID-19），high-quality short videos on wearing masks could help promote public understanding and minding their way of wearing masks correctly and reasonably. Based on the content analysis on such short videos released on typical science communication platforms，the social effects and characteristics of communication context of three types of videos are studied，and the circumstances or the reasons for which cognitive mistakes that occur in communication are discussed. Finally the enlightenment for both science popularization creations and media communications are elaborated from four aspects：the contents of creation and communication must be highly consistent with the context；the scientific review and correction mechanism should be gradually established in social media platform；the science communication database should be built and developed from fragmental knowledge to systematic knowledge collection；and the cultivation of rational scientific thinking should be taken as an important goal of science popularization.