Research On The Short Video Communication Of Popular Science Of Tik Tok Account Of "China Science Communication"

With the increasing development of Chinese mobile Internet technology and the continuous update of mobile terminal equipment,short video has become an important channel for the public to obtain information.The popularization of scientific information has also shifted from TV and computer to short video platform,and the production threshold of popular science video has been gradually lowered,resulting in the uneven quality of popular science information.The science popularization work of official institutions plays an important role in spreading high-quality scientific information and cracking down on "pseudoscience"."China Science Communication" is a brand created by China Association for Science and Technology,which plays an important role in science popularization and becomes an important force in science popularization.The article selects the short video of "China Science Communication" as the research object,and uses the methods of content analysis,literature research and case study,collecting1,124 videos released from the account to December 31,2021.The paper analyzes the short video communication from the subject,communication content and its presentation and effect.In the level of communication subject,"China Science Communication" takes experts and scholars as the main communicators,and media practitioners,government agencies,the public and enterprise organizations jointly participate in the science popularization work;In terms of communication content,"China Science Communication" tracks the hot topics on the topic selection,considering both diversity and picture transferability;and uses voice and background music,complementing the content theme;in copywriting tends to use guiding release copy and easy-to-understand commentary;At the content presentation level,"China Science Communication" reflects the vertical screen thinking in terms of picture proportion,lens application and composition,while maintaining horizontal thinking in the subtitle position,while maintaining a stable update frequency,appropriate release time and video duration based on the dual consideration of the platform and users;In terms of communication effect,the research has found that the content topic selection,voice application,copy and sentence pattern,picture proportion,presentation mode,video duration and release time can all affect the video communication effect to a certain extent.At present,short video communication of "China Science Communication" has deficiencies,such as insufficient utilization of the characteristics of the platform,complex and poor quality of communication content,and solidified content presentation and lack of creativity.In view of the shortcomings of short video communication of Tik Tok account of "China Science Communication",the article puts forward optimization suggestions.First of all,the communication subject should strengthen the interaction with users and maintain their emotions by maintaining the community,creating personified IP,and external operations such as comment section,private messages and video top.Secondly,the content level should be clear positioning,improve the artistic quality of sound and picture,strengthen the spatial narrative,point narrative,empathy narrative,ensure a clear narrative logic,easy for users to understand.At the level of content presentation,video production should be refined in terms of cover,title and duration to improve the overall quality of video.