医院科普短视频传播现状与对策研究 ——以中南大学湘雅医院抖音号为例

Research on Transmission of and Strategy for Science Popularization Short Videos of Hospitals：Taking the Tik Tok Account of Xiangya Hospital of Central South University as an Example

中文关键词: 健康科普 抖音号 短视频 传播效果

英文关键词: popularization of health science  Tik Tok  short video  communication effects

中文摘要:

      对国内82个粉丝数过万的医院官方抖音账号展开调研，了解医院科普短视频的传播现状，发现当前医院科普短视频传播中存在的问题，并对中南大学湘雅医院抖音号进行详细的文本分析，探讨影响其短视频传播效果的多种因素，最后提出提升医院科普短视频传播效果的建议：培养权威传播主体、科学设置丰富的传播内容和刺激类型、合理安排视频的呈现方式。

英文摘要:

      By investigating 82 official hospital Tik Tok accounts with more than 10, 000 followers in China，this paper tries to understand the current status of science popularization short video communication mechanism in hospitals. To find problems，the author further conducted a detailed textual analysis of the Tik Tok account of Xiangya Hospital of Central South University to discuss the various factors that influence the effect of the transmission. In the end，this paper puts forward following suggestions to improve the effect of communication：cultivating authoritative actors of Tik Tok accounts，making proper design of rich and exciting communication content，and producing videos in applicable presenting mode.