科普短视频多模态叙事优化策略研究——以B 站“画渣花小烙”为例

Optimization Strategies for Multimodal Narratives in SciencePopularization Short Videos：A Case Study of BilibiliAccount“Huazha Hua Xiaolao”

中文关键词: 科普短视频 多模态话语分析 多模态叙事

英文关键词: science popularization short videos  multimodal discourse analysis  multimodal narrative

中文摘要:

      科普短视频的科学信息传达依赖多模态话语的协同作用，多模态话语之间的整合、互补与强化有 助于观众理解复杂的科学知识。本文基于多模态话语分析框架，探讨了科普短视频的叙事策略，以期优化 科普短视频的科普效果，并为科普短视频的创作与传播提供理论和实践参考。本文选取B 站“画渣花小烙” 账号中的科普短视频作为研究对象，分析其中视觉模态、语言模态和听觉模态话语的互动方式。研究发现， 多模态叙事能够增强科普短视频的表现力，激发情感共鸣，并促进跨媒介叙事的构建。在此基础上，本文提 出了以下叙事策略：基于场景关联的叙事情境优化、情感与叙事线索的深度融合、跨平台多模态叙事的全链 路传播。

英文摘要:

      The effective communication of scientific information in popularization short videos requires the collaboration of multiple modal discourses. The integration，complementarity，and reinforcement among these multimodal discourses facilitate audiences’understanding of complex scientific knowledge. Based on a multimodal discourse analysis framework，this study explores the narrative strategies of science popularization short videos intending to enhance their effectiveness. This study selects thescience popularization short videos from the Bilibili account“Huazha Hua Xiaolao”as the research object，analyzing the interaction among visual，linguistic，and auditory modal discourses within the videos. Findings indicate that multimodal narratives enhance the narrative expressiveness of science popularization short videos，stimulate emotional expression，and expand cross-media storytelling capabilities. On this basis，this paper proposes the following narrative strategies：scene-based narrative contextual optimization，deep integration of emotions and narrative cues，and cross-platform multimodal storytelling with full-link dissemination. These strategies aim to provide theoretical and practical guidance for the creation and dissemination of science popularization short videos.