Libraly Journal

Libraly Journal ›› 2023, Vol. 42 ›› Issue (391): 108-116.

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A Study on the Influencing Factors of Information CommunicationEffect of Popular Science Videos: A Case Study of the Institute ofPhysics CAS Official Account on Bilibili

Xu Jia(School of History and Archives, Yunnan University)Liu Yu(School of Journalism, Yunnan University)   

  • Online:2023-11-15 Published:2023-12-05
  • About author:Xu Jia_(School of History and Archives, Yunnan University)Liu Yu_(School of Journalism, Yunnan University)

Abstract:

With the Internet’s advancing, online video has become an important way of scientificcommunication. As a pivotal medium for scientific communication and interaction between scientificinstitutions and the public, the way to improve the communication effect of science popularization videosis a valuable topic to be studied. Based on a sample of 769 videos uploaded by the Institute of PhysicsCAS on Bilibili from March 15 of 2019 to June 5 of 2021, this study uses regression analysis based on theheuristic-system model to analyze the factors influencing the communication of science popularizationvideos in terms of title strategy, cover type, co-production, soundtrack type, video length, videopackaging, content theme, and social hotspots. The results show that videos that have suspenseful titles,stimulating interactive titles, or integrated titles can have better communication effect, so do videos thathave a combination of graphic and textual covers; videos that talk about social hotspots, co-created, aboutreporting scientific advances or explaining natural phenomena, or having time length of 10 to 30 minutesare more effectively broadcasted.