摘要
以进入五大排行榜前50或前100的21个科普类抖音号为例,并选取21个账号内点赞量前10的短视频为对象,从主体类型、学科内容、叙事方式、科学性等方面进行分析研究,发现:部分科普类短视频在内容的科学性上存在问题;内容呈现上过度偏重视觉冲击而非深入解说;部分内容在选题上存在"标题党"的隐患,且科普类抖音短视频较少利用平台运营规律扩大影响力。对此,提出以下思考和建议:科普机构应提升抖音内容的吸引力及运营能力;重视信息来源,提升账号及内容的权威性;打造鲜明特色,提升科普类抖音号的辨识度;加强对平台运营规律的利用,提升科普类抖音号的影响力。
The study dealt with 21 science popularization Tik Tok accounts that are listed within the top 50 or 100 from five popular rankings,and sampled 10 most upvoted short videos from these accounts.By analyzing their subject types,scientific content,narrative methods and scientific accuracy,we found that:some of the short videos lack scientific accuracy by emphasizing visual impact instead of profound narration of scientific content,some short videos tend to use sensational headlines that might represent risk,and short video producers rarely use platform operation rules to expand influence.To solve these problems,this paper puts forward the following thoughts and suggestions:science popularization institutions improve their operational capabilities in presenting appealing Tik Tok content;information sources be reliable to strengthen the authority of accounts and their content;products with distinctive features be created to increase the recognizsability of science popularization Tik Tok accounts;and producers make much use of platform operation rules to enhance the influence of science popularization Tik Tok accounts.
作者
马奎
莫扬
Ma Kui;Mo Yang(School of Humanities,University of Chinese Academy of Sciences,Beijing 100049)
出处
《科普研究》
北大核心
2021年第1期39-46,97,共9页
Studies on Science Popularization
关键词
科普
抖音号
内容分析
科普短视频
science popularization
Tik Tok
content analysis
short videos
作者简介
莫扬,中国科学院大学人文学院教授,研究方向:科学传播,E-mail:moyang@ucas.ac.cn
