抖音热门科普短视频的传播力探析

Research on the Communication Capacity of Science Popularization Short Videos on Tik Tok

中文关键词: 抖音 短视频 科学传播 传播力 内容分析

英文关键词: Tik Tok  short video  science popularization  popularization capacity  content analysis

中文摘要:

      随着网络信息技术的不断发展，公众获取科学知识的渠道和手段也相应改变，以抖音为代表的短视频平台正逐步成为科普的又一重要途径。在抖音平台上，不同科普短视频的传播效果之间存在巨大差异，创新地引入“传播力”这一概念，作为衡量科普短视频传播效果的指标，运用熵权法对抖音科普短视频的传播力进行量化，以抖音平台上2019年11月1日至2020年2月1日传播力在前100名的科普短视频为研究对象，从传播主体、传播内容、呈现形式等方面入手，探究高传播力短视频的共性特征，结合具体案例进行深入分析，并对生产和传播科普短视频提出几点建议：输出适应平台特征的优质科普内容，打造人格化的科普账号，鼓励用户深度参与等。

英文摘要:

      With the rapid development of network information technology，the channels for the public to obtain scientific knowledge have changed. Short video platforms represented by Tik Tok are playing an increasingly important role in science popularization. There are huge differences among the communication effects of various science popularization short videos on Tik Tok. Therefore，it’s meaningful to introduce“communication capacity”as an index to measure video’s communication effect and investigate the influencing factors. This paper quantifies the communication capacity based on the entropy method. 100 science popularization short videos ranking at the top on Tik Tok between November 1st 2019 and Feburary 1st 2020 were examined to find their common characteristics of high communication capacity. In the light of characteristics of top science popularization videos，it is recommended to produce high-quality content adapted to target platform，develop personalized science popularization accounts and increase user engagement.