The Influencing Factors Of The Propagation Effect Of Short Science Videos On TikTok

As the media continues to iterate,we are accelerating into a new era of short video.At present,short video content in China is developing from pan-entertainment to professional and vertical knowledge sharing.Knowledge sharing with short video as a bridge not only meets the needs of the audience to learn new knowledge,but also broadens the knowledge boundary and enables the knowledge to reach more audiences.The short video platform provides a new channel and direction for the innovative development of the dissemination of popular scientific knowledge,making serious and profound scientific knowledge more life-like and down-to-earth,and the short video of scientific knowledge is gradually becoming a hot field.Therefore,it is particularly important to study the propagation effect of short popular science videos.This thesis not only provides valuable reference for the improvement of the communication effect of short popular science videos,but also provides more targeted suggestions for the development of short popular science videos by exploring the factors that affect the communication effect of short popular science videos.From the perspective of the audience,this thesis takes short popular science videos as the research object.Firstly,by sorting out the development status of short popular science videos,it summarizes the communication forms and characteristics of short popular science videos.Secondly,based on the interview method and the theory Use and Satisfaction,three factors affecting the propagation effect of popular science short videos are hypothesized,namely cognitive demand,social drive and leisure entertainment.Then,through a questionnaire survey,the audience’s behavior and satisfaction of using popular science short videos are understood,and the spss26.0 tool is used to conduct correlation and regression analysis on the data.The results show that the audience’s cognitive needs,social drive and leisure entertainment all positively affect the communication effect of popular science short videos.In order to enhance the dissemination effect of short popular science videos,better play the power of knowledge and do a good job in the popularization of scientific knowledge,this thesis puts forward the corresponding development suggestions based on the research results and findings.Short popular science videos should pay attention to the output of high-quality original content,grasp social hot spots and practical content to meet the cognitive needs of the audience.Pay attention to the audience’s comments and feedback,encourage the audience to participate deeply to meet the audience’s social needs;Personalization and diversification of communication accounts can satisfy the audience’s entertainment and enhance the audience’s stickiness in multiple ways.In this way,we can give full play to the advantages of popular science short videos and promote the sustainable and healthy development of short videos.