新媒体时代下科普短视频在医院宣传报道中的创新应用  

Innovative application of science short video in hospital publicity reporting in the new media era

作　　者：胡诚 王蕾[1] 邸洋 孙琳[1] 于涵秋[1] 杜孟凯 HU Cheng;WANG Lei;DI Yang;SUN Lin;YU Hanqiu;DU Mengkai(Xuanwu Hospital,Capital Medical University,Beijing,100053,PRC)

机构地区：[1]首都医科大学宣武医院,北京市100053

出　　处：《中国医院》2024年第1期81-83,共3页Chinese Hospitals

基　　金：2022年北京市属医院科研培育计划(PG2022017)。

摘　　要：目的:探讨新媒体时代下科普短视频在医院宣传报道中的创新应用。方法:通过对北京市属5所医院在抖音平台上发布的科普短视频进行数据挖掘和分析,数据包括视频总数、观看次数、点赞数、评论数和分享数;运用聚类分析方法对短视频类型进行分类;利用关键词提取和文本分析技术对短视频主题进行分类;采用内容分析法对短视频表现形式进行分析。结果:专业领域科普类短视频占比最大,观看、点赞、评论和分享数均较高;心血管科普和眼科科普主题的关注度和受众需求指数最高;动画和实际操作这两种表现形式在传播效果和受众接受度方面表现出色。结论:不同类型、主题和表现形式的科普短视频在传播过程中均具有一定的优势,需要充分发挥其特点以提高传播效果。医疗机构在制作科普短视频时应关注受众关心的主题,提高其关注度和受众需求;同时,创新表现形式有助于提高传播效果和受众接受度。Objective:To explore the innovative application of science popularization short videos in hospital publicity reporting in the era of new media.Methods:Through data mining and analysis of science popularization short videos published on the Douyin platform by five municipal hospitals in Beijing,the data includes the total number of videos,views,likes,comments,and shares.Cluster analysis methods are used to categorize types of short videos.Keyword extraction and text analysis techniques are applied to categorize short video themes.Content analysis is used to analyze the forms of expression in short videos.Results:Short videos in specialized fields of science popularization have the highest proportion and perform well in terms of views,likes,comments,and shares.Cardiovascular science and ophthalmology topics have the highest level of attention and audience demand.Animation and actual operation,as forms of expression,show excellent performance in dissemination and audience acceptance.Conclusion:Different types,themes,and forms of expression of science popularization short videos all have certain advantages in the dissemination process.It is necessary to fully utilize their characteristics to improve dissemination effects.Medical institutions should focus on topics of concern to the audience to increase attention and audience demand when producing science popularization short videos.Meanwhile,innovation in forms of expression can help improve dissemination effects and audience acceptance.

关 键 词：新媒体 科普短视频 医院宣传报道 

分 类 号：R197[医药卫生—卫生事业管理]