玩具·镜子·艺术:科普短视频个人创作者的内容生产与传播——以“无穷小亮的科普日常”为例

Toys, Mirror, and Art: Content Production and Dissemination of Popular Science Short Videos of Individual Creators — Take the Science Popularization Daily of Infinite Xiao-Liang as an Example

摘要:

近年来，随着视听新媒体应用服务的普及与发展，网络短视频成为新的数字内容传播场。在科学传播领域中，科普类账号“无穷小亮的科普日常”发布了大量优质的科普短视频，是科普新媒体的典型代表之一。本文以该短视频账号为例，尝试在媒介进化论的理论视角下来考察个人用户科普类短视频的生产与传播策略。研究认为个人用户科普短视频的创作在风格定位层面要发掘特色，科媒融合；内容创作层面应结合热点，深耕遴选；互动交流层面应注重双向互动，多维传播。

Abstract:

In recent years, with the popularization and development of audio-visual new media application services, short video media has become a new digital content transmission field. In science communication, as one of the typical representatives of popular science new media, the popular science account “the Daily of Science Popularization of Infinite Xiao-Liang” has released a large number of high-quality popular science short videos. Taking the short video account as an example, this paper investigated the production and communication strategy of popular science videos of individual users from the perspective of media evolution theory. The research showed that the creation of individual users' popular science short videos should be combined with reality and carry forward their personality at the style positioning level; the content creation level should be vertically selected and combined with hot spots; the interactive communication level should pay attention to two-way interaction and multi-dimensional communication.