基于“上瘾模型”的科普短视频传播效果研究:以“无穷小亮的科普日常”账号为例

Research on the Dissemination Effect of Popular Science Short Videos Based on the “Addiction Model”: Take the Science Popularization Daily of Zhang Chenliang as an Example

摘要:

融媒体时代，科普主力军转战短视频赛道，科普短视频成长为公众喜闻乐道的科普形式之一。科普短视频消弭了知识分享的时空藩篱，在科学普及过程中举足轻重，研究影响科普短视频传播效果的关键因子有利于科普工作者打造优质科普作品。本研究以“上瘾模型”为理论基础，借助熵权法提出科普短视频传播效果计算公式，运用内容分析法构建科普短视频传播效果模型。研究结果表明，“上瘾模型”中触发、行动（用户体验三要素）、投入等维度的部分自变量对科普短视频传播效果的影响具有统计学显著意义；酬赏维度的自变量与传播效果之间未见显著影响。因此，充分利用受众的从众心理、加强创作者间的有效合作、平衡科普短视频的公益性与功利性，将有利于短视频科学普及工作的深入开展，进而提升全民科学素质。

Abstract:

In the era of convergent media, studying the key factors affecting the dissemination of short videos of popular science will help popular science workers create high-quality popular science works. Based on the “Addiction Model”, this paper proposed a communication effect calculation formula with the help of the entropy weight method, and used the content analysis method to build a popular science short video communication effect model. The research results showed that some independent variables of trigger, action, and investment in the “addiction model” had a significant impact on the dissemination effect of popular science short videos; there was no significant effect between the independent variables of reward dimension and the dissemination effect. Therefore, making full use of the audience's herd mentality, strengthening the effective cooperation between creators, and balancing the public welfare and utilitarian nature of popular science short videos will be conducive to the in-depth development of short video science popularization.