Research On The Publicity Of Short Videos Of Plant Science Popularization In The Era Of We-media

More and more users have joined the short video social platform,they send out their own voice in the way of text,audio and video,and popular plant science is no exception.However,the coming of"Pan-entertainment" and"Post-truth" era has eliminated the publicity of self-media,and plant science popularization,as a post-entry user,has made new changes to adapt to the existence of new media.Taking the Tiktok plant popular science account as an example,the increasing proportion of video with goods,the emotional"Pseudo-popular science",and the entertainment content catering to the audience continue to emerge,this brings the problem of the short video of plant science popularization,which is more commercial and more entertaining.Faced with this self-media environment,the self-media accounts of official institutions and scientists lack the awareness to rebuild the publicity of popular science products.They comply with the market logic of the platform and completely hand over the control power of short video plant science popularization,it aggravates the lack of publicity of short video plant science popularization.In this paper,the author choose the plant popular science account of Tiktok as the research sample,classifies the sample to clarify the characteristics and value of short video subdivision of plant popular science,it shows that short videos of plant science popularization lack the characteristics of rational consultation,communication and homogenization of issues,this paper analyzes how the platform,technology and users affect the development of popular plant science accounts and the reasons for the lack of public nature of short plant science videos,suggestions on the adaptive development of short video in the field of plant science popularization were put forward.The first chapter mainly expounds the background and significance of the topic,and reviews the relevant research at home and abroad,and gives an account of the research objects and research methods.The second chapter clarifies the core concepts of"Plant science popularization","Publicity of science popularization" and"Short video platform science popularization",so as to consolidate the theoretical foundation of this study.The third chapter explains the necessity of short video of plant science popularization from the angle of media and participants.The fourth chapter grasps the characteristic and value of the short video of plant science popularization through the method of case analysis and comparative study.The fifth chapter summarizes the short video commercial goal of plant science popularization,and the lack of publicity of the content of science popularization,this paper also analyzes the reasons of the lack of publicity in short video of plant science popularization from three aspects:media environment,Platform Technology and participants.Based on the previous research,chapter six probes into the industrialization construction of short video of plant science popularization from macro,meso and micro levels.Finally,a brief summary of the full text.The research found that the popularity of short-video plant science popularization stems since the combined efforts of national and commercial forces,but currently the head plant science popularization Tiktok is operated by individual users or MCN institutions,therefore,it is inevitable that there is a high degree of commercialization problem,and the accounts of official institutions and professional scientists due to the black box algorithm or beware of popular science in new media,most of the accounts between entertainment topics and popular science content choose to focus on natural beauty,while the audience’s insensitive interpretation of popular science content has an impact on content reproduction,which makes it more difficult for popular science content to get out of the circle,Commercial self-media accounts get more attention.For the above problems,we need to improve the social responsibility of self-media users,the risk management of the platform to the algorithm technology,and the aesthetic taste of the audience,and to increase the popular science service institutions to standardize the new media investment.