Research On The Production Strategy Of Popular Science Short Videos On Bilibili From The Perspective Of Scientific Communicatio

In June 2020,Bilibili officially launched the Knowledge Zone.As the most popular comprehensive cultural community among young people in China,its strong community atmosphere and cultural genes conducive to knowledge dissemination make it a favorable platform for the production and dissemination of science short videos.This study discusses four aspects: the rise and development of science short video,the analysis of production factors of science short video content at Bilibili,the analysis of production and communication characteristics of short popular science videos at Bilibili and the optimization strategy of science short video content.First,eight up masters with science as their main creative content were selected from the list of "Top 100 up masters" over the years.Then,using content analysis,1295 science short video samples were coded from four levels: content producer,elements of science popularization,audio-visual language components,and content presentation form.Multiple linear regression analysis was conducted.The study found that ten secondary indicators,including public annotation,source citation,science content,cover type,title sentence pattern,screen ratio,interpretation method,title word count,video duration,and release time,have a significant impact on the content production and dissemination of science short videos.Finally,targeted suggestions are proposed for the production strategy of science short video content from three aspects: content producers should establish an authoritative image of science,the content production level should deeply popularize the scientific spirit,and the content production field should create open public space.