基于HSM模型的青少年科普期刊微信短视频传播效果影响因素及平台优化策略  

Factors influencing the dissemination effect of WeChat short videos in youth science popularization journals based on HSM model and platform optimization strategies

作　　者：刘俊冉 薛智涵 武珂冉 LIU Junran;XUE Zhihan;WU Keran(School of Media,Film and Television,Jiangsu Normal University,57 Heping Road,Yunlong District,Xuzhou 221000,China)

机构地区：[1]江苏师范大学传媒与影视学院,江苏省徐州市221000

出　　处：《中国科技期刊研究》2025年第2期207-217,共11页Chinese Journal of Scientific and Technical Periodicals

基　　金：江苏省高等教育教学改革研究课题“智媒时代新闻传播人才培养模式数智化转型研究”研究成果(2023JSJG320)。

摘　　要：【目的】研究青少年科普期刊在微信视频号平台的传播效果影响因素,提出促进青少年科普期刊短视频传播平台优化策略。【方法】基于HSM模型,选取766个青少年科普期刊短视频的传播效果进行量化,采用方差与回归分析法探究影响因素。【结果】内容来源、标题长度、标题句式、话题标签数量、内容主题、讲解方式、视频时长、音乐类型均会对传播效果产生显著影响,但叙事类型对传播效果没有显著影响。【结论】为在短视频平台中面向青少年展开科普知识传播,提出以下3种平台优化策略:善用标题与话题技巧,以提升用户关注度;深耕优质的原创内容,以保证知识含金量;主打轻快活泼的音乐,以辅助知识的转移。[Purposes]Research on the influencing factors of the dissemination effect of youth science popularization journals on the WeChat video platform,and propose optimization strategies to promote the short video dissemination platform of youth science popularization journals.[Methods]Based on the HSM model,766 short videos from youth science popularization journals were selected to quantify the dissemination effect,and variance and regression analysis were used to explore the influencing factors.[Findings]Content source,title length,title sentence structure,topic tags,content theme,explanation method,video duration,and music type all have a significant impact on communication effectiveness,but narrative type has no significant impact on communication effectiveness.[Conclusions]To promote popular science knowledge dissemination among young people on short video platforms,the following three platform optimization strategies are proposed:it is recommended to make good use of title and topic techniques to enhance user attention;Deeply cultivate high-quality original content to ensure the value of knowledge;Featuring lively and lively music to aid in the transfer of knowledge.

关 键 词：青少年科普期刊 启发-系统式模型 微信短视频 

分 类 号：G63[文化科学—教育学]