The Case Research On Web Popular Science Animation Columns "UFO Talk"

With the rapid growth of science,technology,humanities and social science knowledge,everyone needs to learn a lot of knowledge in his life.As a result,a variety of programs centered on the delivery of knowledge are presented in large numbers.The object of this paper,UFO Talk,as a typical example of popular science column,has its own characteristics.This paper firstly introduces the current situation of UFO Talk,and then analyzes the theme,text content and operation mode.Finally,this paper analyzes the future development path of UFO Talk.The theme of UFO Talk is very broad,which includes five blocks: common sense,gender knowledge,professional group knowledge,marriage skills and popular events interpretation.In the topic selection criteria,it insists on the three topics of infotainment,topicality and resonance.In the content,its content is rich and varied.In addition to its own features of animation form,it also adheres to the rigor of science and cites a lot of data.It takes a way of combining entertainment and entertainment so that audiences could easily accept the knowledge.It also uses a lot of network language and a variety of rhetoric to make the program humorous.Eventually it returns to the reflection of reality and causes the audience to think.In the mode of operation,it changes the traditional director responsibility system in the production,and uses the product manager responsibility system so that the producer of UFO Talk can communicate with audiences timely.The producer insists to the audience demand as the guidance and new products' online experiment so that they could meet users' needs.In the channel of communication,UFO Talk has its own website,but the main means of transmission is still these aggressive websites like Youku and some platforms such as Weibo and WeChat.Baidu Post Bar and Offline agency cooperation are also important means of transmission.Diversification of the transmission path makes the UFO Talk a large coverage,but it is still biased in favor of relying on the network channel to spread.Copyright is one of the most important sources of income of UFO Talk,and another source is advertising revenue.In addition to these two sources,the surrounding product development is also a source,but it has not yet formed scale.Through the analysis ofUFO Talk,this paper finds that the current UFO Talk has three problems: product line's disorder,over-reliance on gender issues,lack of professional science.As to its development strategy,this paper holds that firstly UFO Talk breaks the stereotypes of animation,so as to cover a wider range of audiences.As the main popular science column,UFO Talk needs to return to the nature of science and pay attention to the core nature of knowledge transfer,and then creates a network science animation brand.In view of that each of the current online and offline popular science institutions does things in their own way,this paper suggests that these two institutions could make their respective advantages complementary to each other.On the one hand this could use the network channel to attract public interest,and then use the advantages of offline venues to deepen the public awareness of the relevant knowledge of science.On the other hand,the network popular science animation has a professional advantage in the program production.However offline venues have a large number of popular science resources and professional science talent.These two parts can be complementary.Offline popular science institutions' professional resources could provide high quality materials for online video production.The video producer could take the advantages of video production to improve the popularity of popular science content,while providing channels for professional science and the public and the true sense of the scientific spread.