地球科学科普视频传播现状及优化策略研究——基于B站大数据的分析

Research on Current Situation and Optimization Strategies of Science Popularization Videos in the Field of Earth Science：Analysis Based on Big Data from Bilibili Website

中文关键词: 地球科学 科普 科普视频 数据挖掘

英文关键词: earth science  science popularization  science popularization video  data mining

中文摘要:

      本研究以B站发布的地球科学科普视频为研究对象，通过数据挖掘和内容分析方法，系统分析了793条科普视频的主题分布、传播效果影响因素、用户互动与反馈及面临的传播挑战。研究发现：视频主题分布方面，以“宇宙探索”和“自然地理”等宏观议题为主，而对“气候变化”和“自然灾害”等现实议题关注度不足；传播效果方面，5~10分钟的视频最具传播优势，傍晚至夜间时段发布的视频播放量优于早晨和工作时间段；互动反馈方面，评论内容多为情绪表达，正面互动比例高；传播存在的挑战方面，科学严谨性与趣味性难以权衡、冷门议题难以传播、知识深度与视频时长角力、用户兴趣和认知水平分层、平台机制与流量分配不均、信度与公众信任建立难等挑战。为提升传播质量，本研究从提升创作者多元创作能力、建立“质量—流量—信任”协同机制、注重科普的社会效应3方面提出优化策略，以期为新媒体环境下优化地球科学科普视频传播提供有益启示。

英文摘要:

      This research focuses on the science popularization videos in the field of earth science on the Bilibili website as its research object. Through data mining and content analysis，this research systematically analyzes the theme distribution，factors influencing communication effects，user interaction feedback，and communication challenges in 793 earth science popularization videos. The research finds that the content of these videos mainly focus on macro topics such as“cosmic exploration”and“natural geography”，while realistic issues such as“climate change”and“natural disaster”receive insufficient attention. In terms of communication effects，videos lasting 5-10 minutes show the strongest dissemination advantages，and videos released from evening to night tend to gain higher views than those posted in the morning or during working hours. Most of the comments are emotional expressions，with a high proportion of positive interaction. Currently，the main challenges for the popularization of earth science are balancing scientificity and interest，the difficulty of disseminating niche topics，the tension between knowledge depth and video duration，stratification of users’ interests and cognitive levels，platform mechanisms and uneven traffic allocation，and challenges in building credibility and public trust. To improve the quality of communication，this research proposes optimization strategies from three perspectives: enhancing creators’diversified production capabilities，establishing a coordinated“quality-traffic-trust”mechanism，and emphasizing the social effects of science communication，providing theoretical support and practical paths for optimizing earth science popularization videos in the new media environment.