Abstract:

[Purposes] This paper aims to provide references for popular science journals to harness the potential of short videos in enhancing their public communication prowess and brand influence. [Methods] A comprehensive analysis was conducted on 719 short videos from 23 outstanding popular science journals in China by content analysis and regression analysis techniques. [Findings] Several factors significantly influence the dissemination effect of short videos from popular science journals. These factors include content themes, narrative styles, title lengths, cover types, background music, comments and interactions, number of followers, and update frequency. However, the relationship between video duration and the communication effect of short videos from popular science journals was not significant. [Conclusions] Content themes that resonate with the audience's daily lives should be selected by employing a light-hearted and humorous narrative approach to optimize the influence of short videos from popular science journals. Emotional resonance can be triggered and a first look effect can be created by adding background music and employing "picture+text" covers. Meanwhile, a dedicated professional team is advisable to bolster short video updates and proactively engage with audience comments. The strategic emphasis on short video operations, coupled with the development of a diverse and distinctive communication approach, is crucial in fortifying the reach and influence of popular science journal short videos.

Key words: Popular science journal, Short video, TikTok platform, Dissemination effect

摘要：

【目的】 为科普期刊利用短视频提升公众传播力和品牌影响力提供参考。【方法】 运用内容分析法和回归分析法对全国23种“中国优秀科普期刊”抖音号发布的719条短视频进行分析。【结果】 内容主题、叙事风格、标题长度、封面类型、背景音乐、评论互动、粉丝数、更新频率等8个因素对科普期刊抖音短视频传播效果有显著性影响,而短视频时长与科普期刊抖音短视频传播效果之间的关系不显著。【结论】 科普期刊抖音短视频应选择与受众生活相关的内容主题,采用轻松幽默的叙事方式;添加背景音乐和使用“图片+文字”封面,以引发情感共鸣和创造“第一眼效应”;组建专业团队,提升短视频更新频率,并积极回复受众评论;重视媒体运营,构建多样化的短视频传播矩阵。

关键词: 科普期刊, 短视频, 抖音平台, 传播效果