Research on the Communication Effect and Improvement of Popular Science Short Videos by Scientific Institutions

Abstract

With the development of internet technology and new media technology, new media platforms such as WeChat, Weibo, and TikTok have brought people completely new forms of social interaction and information dissemination, with the user base of short video reaching 1.026 billion.In such a large-scale user environment, research institutions can fully utilize various new media platforms and advanced information technology to construct a scientific communication matrix. Centering around scientific popularization data, results or themes, they can innovate unique reporting angles and perspectives, propagate scientific knowledge through a series of science popularization short videos, and bring into play the professional advantages of science and technology workers. From news interpretations, expert interviews, animated demonstrations, and other multiple angles, they innovate the form of short video information dissemination, presenting complex scientific knowledge in a lively and interesting way, further expanding the audience and dissemination range for science popularization content, conveying the real research process and establishing in-depth dialogue with the public, achieving the most optimized communication effect.