Filter by author: Qingyang Chen

Social media made a huge transition in science communication during the public health crises. Social media amplified the audience communication effect of popular science short videos and played a positive role in containing epidemics and stabilizing social sentiment. The purpose of this article is to investigate the effective communication and alignment mechanism of popular science short videos on social media. Applying grounded theory and combining case studies with interviews, this article investigates the factors that influence the effective communication of popular science short videos on social media platforms in China during public health crises. The research identifies audience demand, content quality, platform diversity, and media matrix integration as key factors driving effective communication during public health crises. This study attempts to thoroughly examine the communication process of popular science short videos and propose further suggestions for the future development of popular science media.