Research On The Communication Of Popular Science Short Videos From The Perspective Of The Diffusion Of Innovations

In December 2012,UFO Vision Media Technology(Shanghai)Co.,Ltd.launched Chinese first network science short video "UFO Explains".With 4G network and digital technology,the long-awaited popular science short video began to strode forward.Innovative forms and content,gradually form a unique style characteristics.Now it has been widely popular among the public.Accepting has a profound impact on the progress of Chinese popular science cause.At present,although the study of the academic circles has more mature research on the theory of innovation and the theory of innovation,and the research on science popularization short videos is increasing,there are fewer research on the science popular short video diffusion process.Therefore,the study of science popularization short videos under the perspective of innovation and diffusion is of great significance.Through a large number of interviews,questionnaires,and observations,the author explores their exposure channels,psychological and behavioral development effects and dissemination effects from the perspective of users,and analyze the diffusion elements displayed in it,summarize the perspective of innovation and diffusion perspective The advantages and problems existing in the process of science science short video innovation,finally made rational suggestions on the spread of science popularization short videos to promote its long-term healthy development.This study uses a combination of qualitative and quantitative methods,based on the theory of innovation diffusion,long-term observation and analysis of the diffusion process of popular science short videos on the network platform from the perspective of users,and collects a large amount of information about popular science short videos to provide content support for the article.At the same time,a questionnaire survey was conducted on the user experience of popular science short videos,and interviews were conducted with users and creators of popular science short videos through offline and online channels to explore the problems existing in the dissemination of popular science short videos and put forward Corresponding reference strategy.The results of the study show that in the process of spreading and spreading,the connection between science and popularity and users cannot lack communication channels.Under the short video ecosystem,the popular science short videos no longer top-down spread,promoting the cycle between users,users and creators,and increasing the spread of popular science content.Have a positive and optimistic attitude.However,due to the limitations of short videos itself,it is difficult for the popular science videos to achieve deeper innovation cognition.At the same time,pseudo-science and homogeneous information and the tilt of information resources may have a negative impact on society,and they should pay attention to their later development.