A Study On The Cognitive Mediation Model Of Interactive Short Video On Science Popularization

Interactive short video on science popularization is an emerging form of science popularization born under the companion development of mobile short video platform and human-computer interaction technology.On the one hand,this kind of science media reflects the media ecology of excessive entertainment and the trend of fragmentation.On the other hand,they revolutionize the traditional media experience of one-way viewing and limited participation in short videos,and showing a broad development prospect in the current era when science communication activities are increasingly important.The Cognitive Mediation Model(CMM)is used to study the relationship between public media use motivation and knowledge acquisition,and this paper uses this model to explore the results of the interactive science video audience in the dimensions of knowledge acquisition,emotional perception and behavioral tendencies.In the perspective of this study,interactive science videos consist of four content elements:text,voiceover,graphics,and human-machine interaction functions,and the audiences’ awareness of the video content is made up of a series of cognitive steps in succession.From the academic theory perspective,this study mainly takes the Cognitive Mediation Model as the main framework,and combines it with the Interactive Digital Narrative(IDN)theory in the field of narratology to supplement the establishment of variable relationships,and finally verifies the explanatory validity of the model.Specifically,the independent variables of this study are audience’s motivation for surveillance satisfaction.The mediating variables of this study are audience’s attention level and degree of associative thinking.The dependent variables of this study are short-term memory of science knowledge,short-term emotional perception of science content,and subsequent behavioral tendencies.The data findings of this study suggest that audiences’ motivation for surveillance satisfaction positively influences the results of knowledge acquisition,emotional perception and behavioral tendency through a chain of multiple mediators,while both audience’s knowledge acquisition and emotional perception have some positive effects on audience’s behavioral tendency.The findings of this study can be used as references for practices such as production of interactive short videos on science popularization.