Current situation and characteristics of short video dissemination in Chinese popular science journals:A case study of TikTok platform
[Purposes]This study aims to understand the current state of dissemination of popular science journals on TikTok in China and to analyze the characteristics of their dissemination.[Methods]We obtained data related to the dissemination of popular science journals'TikTok accounts through online research.We performed content analysis on specific cases to summarize the dissemination characteristics of these TikTok accounts.[Findings]In China,the construction of TikTok accounts for popular science journals is insufficient,with limited activation rates,and there are significant differences in the operation and influence of these journals'TikTok presence.Popular science journals'TikTok accounts focus on producing content closely aligned with the journals'missions.In terms of branding,they create specific characters to increase interaction.In presentation,they adopt a series of short videos to disseminate content,thereby fostering ongoing influence.In terms of expression,they utilize approachable internet slang and sentence structures to make the videos more interesting.With respect to dissemination,they form a new media matrix to synergistically expand the reach of their content.[Conclusions]As crucial vehicles for science education,popular science journals should adapt to the trend of short video development,master the characteristics and principles of dissemination,and thereby better leverage their role in promoting content creation and enhancing the journals'influence.
Popular science journalShort video disseminationTikTok
NETL
NSTL
万方数据
