摘要
已有大量研究证明信源的权威性对信息的传播效果具有显著的正向影响,然而社交媒体时代科学知识的传播是否也遵循这一规律?研究从抖音平台上选取20个代表性科普短视频账号,并从这些账号中抽取了743个科普短视频,基于社会认知理论下的启发-系统式模型(HSM,Heuristic-Systematic Model),通过内容分析发现:(1)权威机构发布的科普短视频并没有表现出好的传播效果,颠覆了传统媒体环境下权威信源正向影响的认知。(2)内容垂直度、叙事方式、音乐使用和解说方式是影响科普短视频传播效果的重要系统式线索。(3)在科普短视频提供的论据不充分时,启发式加工与传播效果并不相关,说明不存在偏差效应。(4)在科普短视频提供的论据充分情况下,当启发式线索与系统式线索作用方向一致时(同时高或低),两者对传播效果的叠加效应不显著;当两种线索作用方向不一致时,系统式线索对传播效果的影响大于启发式线索,即发生了衰减效应。这些发现从不同侧面揭示科普过程中系统式线索的重要性,要做有“温度”的科普。
Many studies have proved that source credibility has a significant positive impact on the propagation effect.However,does science popularization in the era of social media also follow this rule?Based on the Heuristic-Systematic Model theory from the socio-cognitive perspective,this study samples 743 science short videos from 20 representative accounts on the"Douyin"platform.The results of content analysis show:(1)Authoritative sources can't play a better propagation effect and have a significant negative impact,reversing the positive cognition of authoritative sources in the traditional media environment.Science communication has transferred from the"top-down"mode to the"equal dialogue"mode.(2)The concentration of content,narrative mode,the use of music,and expression mode are important systematic cues that affect the propagation effect of science short videos.Only those science short videos with"temperature"can stimulate emotional resonance.(3)When the evidence provided by the science short video is insufficient,the heuristic cue score is not related to the propagation effect,indicating that there is no bias effect.(4)Under the condition of sufficient evidence provided by the science short video,when the heuristic cue score is congruent with the systematic cue score,the additivity effect of both on the propagation effect is not significant.In contrast,the scores of the two cues are incongruent,and the influence of systematic cues on the propagation effect is more significant than that of heuristic cues,that is,an attenuation effect occurs.It suggests that we should pay attention to the expression and emotional narration in the process of science popularization.
作者
胡兵
冯采君
HU Bing;FENG Cai-jun(School of Journalism and Communication,South China University of Technology,Guangzhou 510006,China)
出处
《科学学研究》
CSSCI
CSCD
北大核心
2023年第10期1755-1764,共10页
Studies in Science of Science
基金
广东省药品监督管理局科技创新项目(2022TDZ14)。
关键词
科普
短视频
社会认知
HSM模型
传播效果
science popularization
short video
social cognition
HSM model
propagation effect
