Article(id=1283857403011645643, tenantId=1146029695717560320, journalId=1149651992496091148, issueId=1283857399089958946, articleNumber=null, orderNo=null, doi=10.19957/j.cnki.kpczpl.2023.02.002, pmid=null, cstr=null, oa=null, hot=null, price=null, onlineType=0, articleFormat=0, articleType=null, articleTypeStr=null, receivedDate=null, receivedDateStr=null, revisedDate=null, revisedDateStr=null, acceptedDate=null, acceptedDateStr=null, onlineDate=1784025057794, onlineDateStr=2026-07-14, pubDate=1687190400000, pubDateStr=2023-06-20, doiRegisterDate=null, doiRegisterDateStr=null, onlineIssueDate=1784025057794, onlineIssueDateStr=2026-07-14, onlineJustAcceptDate=null, onlineJustAcceptDateStr=null, onlineFirstDate=null, onlineFirstDateStr=null, sourceXml=null, magXml=null, createTime=1784025057794, creator=13701087609, updateTime=1784025057794, updator=13701087609, issue=Issue{id=1283857399089958946, tenantId=1146029695717560320, journalId=1149651992496091148, year='2023', volume='3', issue='2', pageStart='5', pageEnd='96', issueExtLink='null', onlineDate='null', pubDate='1687190400000', pubDateStr='2023-06-20', beforeIssueId=null, nextIssueId=null, price=null, status=1, issueComplete=1, articleOrder=1, issueType=-1, specialIssue=null, createTime=1784025056859, creator='13701087609', updateTime=1784025868864, updator='13701087609', preIssue=null, nextIssue=null, articleTotal=null, ext={EN=IssueExt(id=1283860804944506965, tenantId=1146029695717560320, journalId=1149651992496091148, issueId=1283857399089958946, language=EN, specialIssueTitle=, coverIllustrator=null, specialIssueEditor=, specialIssueAbout=), CN=IssueExt(id=1283860804944506966, tenantId=1146029695717560320, journalId=1149651992496091148, issueId=1283857399089958946, language=CN, specialIssueTitle=, coverIllustrator=null, specialIssueEditor=, specialIssueAbout=)}, issueFiles=null, downloadFileDto=null}, startPage=16, endPage=26, ext={EN=ArticleExt(id=1283857403246526669, articleId=1283857403011645643, tenantId=1146029695717560320, journalId=1149651992496091148, language=EN, title=Research on Popular Science Short Video Content Creation Based on the Framework Theory: A Case Study of Bilibili Vlogger "Bi Dao THU", columnId=1283857403175223500, journalTitle=Science Writing Review, columnName=Studies of Popular Science Media Influencers’Short Video Creation, runingTitle=null, highlight=null, articleAbstract=

In recent years, popular science short videos have shown a prosperous trend, but they have also encountered various issues in content creation. This study selects 63 popular science short videos released by Bilibili uploader "Bi Dao THU" from October 2019 to May 2021 as research samples. Drawing on the three-level framework theory and employing data analysis, content analysis, and user behavior analysis, this study focuses on exploring the optimization strategies in content creation. It addresses the main problems discovered in the research, such as the significant influence of commercial factors on objective expression and the relatively limited variety in presentation styles. From the perspectives of work quality and effectiveness evaluation, as well as the integration of theory and practice, the study proposes four pathways for improving and enhancing the quality of popular science short videos: balancing commercial and content logics, exploring multidimensional presentation styles, establishing brands and brand matrices, and strengthening a sense of responsibility.

, authors=Ying Qin^*, Dongyao Li, authorsList=Ying Qin, Dongyao Li, authorCompany=null, correspAuthors=Ying Qin, authorNote=null, correspAuthorsNote=null, copyrightStatement=null, copyrightOwner=null, extLink=null, articleAbsUrl=null, sourceXml=null, magXml=null, pdfUrl=null, pdf=null, pdfFileSize=null, pdfExtLink=null, richHtmlUrl=null, mobilePdfUrl=null, reviewReport=null, pdfFirstPage=null, abstractGraph=null, abstractGraphContent=null, abstractVideo=null, citation=null, cebUrl=null, magXmlContent=null, mapNumber=null, fund=null), CN=ArticleExt(id=1283857403506573519, articleId=1283857403011645643, tenantId=1146029695717560320, journalId=1149651992496091148, language=CN, title=基于框架理论的科普短视频内容创作研究——以B站UP主“毕导THU”为例, columnId=1283857403322024142, journalTitle=科普创作评论, columnName=科普大V短视频创作研究, runingTitle=null, highlight=null, articleAbstract=

科普短视频在近几年呈现出繁荣之势，但在内容创作方面产生了诸多问题。文章选取B站科普短视频UP主“毕导THU”2019年10月至2021年5月发布的63个科普类短视频为研究样本，依托框架三层次理论，通过数据分析和内容分析，借助用户行为分析，重点探究其内容创作的优化策略，并针对研究发现的主要问题——客观化表达受商业影响明显和表达形式较为单一——从作品质量和效果评估以及理论与实践的融合角度，提出了科普短视频提质增量的四条路径：平衡商业逻辑和内容逻辑，尝试多维化风格呈现，创建品牌及品牌矩阵，增强责任意识。

, authors=秦莹^*, 李冬瑶, authorsList=秦莹, 李冬瑶, authorCompany=null, correspAuthors=秦莹, authorNote=null, correspAuthorsNote=, copyrightStatement=null, copyrightOwner=null, extLink=null, articleAbsUrl=null, sourceXml=v5SROICUY099k0iDDJsKuw==, magXml=qJP3MiNE5kqaBvhuUcDXUA==, pdfUrl=null, pdf=fgkZkx0KGFzfQz6QyGDrUQ==, pdfFileSize=1249101, pdfExtLink=null, richHtmlUrl=null, mobilePdfUrl=null, reviewReport=null, pdfFirstPage=null, abstractGraph=null, abstractGraphContent=null, abstractVideo=null, citation=null, cebUrl=null, magXmlContent=nuBQRS07vSrIdcJ/gF7VDg==, mapNumber=null, fund=null)}, authors=[Author(id=1283857403779203284, tenantId=1146029695717560320, journalId=1149651992496091148, articleId=1283857403011645643, orderNo=0, firstName=null, middleName=null, lastName=null, nameCn=null, orcid=null, stid=null, country=null, authorPic=null, dead=0, email=wendy503@126.com, emailSecond=null, emailThird=null, correspondingAuthor=1, authorType=1, ext={EN=AuthorExt(id=1283857403858895062, tenantId=1146029695717560320, journalId=1149651992496091148, articleId=1283857403011645643, authorId=1283857403779203284, language=EN, stringName=Ying Qin, firstName=Ying, middleName=null, lastName=Qin, prefix=null, suffix=null, authorComment=null, nameInitials=null, affiliation=null, department=null, xref=^*, address=College of Humanities, Tianjin University of Finance and Economics, Tianjin 300222, bio=null, bioImg=null, bioContent=null, aboutCorrespAuthor=null), CN=AuthorExt(id=1283857403926003927, tenantId=1146029695717560320, journalId=1149651992496091148, articleId=1283857403011645643, authorId=1283857403779203284, language=CN, stringName=秦莹, firstName=null, middleName=null, lastName=null, prefix=null, suffix=null, authorComment=null, nameInitials=null, affiliation=null, department=null, xref=^*, address=天津财经大学人文学院新闻与文化传播系，天津 300222, bio=null, bioImg=null, bioContent=null, aboutCorrespAuthor=null)}, companyList=[AuthorCompany(id=1283857403682734288, tenantId=1146029695717560320, journalId=1149651992496091148, articleId=1283857403011645643, xref=null, ext=[AuthorCompanyExt(id=1283857403691122897, tenantId=1146029695717560320, journalId=1149651992496091148, articleId=1283857403011645643, companyId=1283857403682734288, language=EN, country=null, province=null, city=null, postcode=null, companyName=null, departmentName=null, remark=College of Humanities, Tianjin University of Finance and Economics, Tianjin 300222), AuthorCompanyExt(id=1283857403699511506, tenantId=1146029695717560320, journalId=1149651992496091148, articleId=1283857403011645643, companyId=1283857403682734288, language=CN, country=null, province=null, city=null, postcode=null, companyName=null, departmentName=null, remark=天津财经大学人文学院新闻与文化传播系，天津 300222)])]), Author(id=1283857403993112793, tenantId=1146029695717560320, journalId=1149651992496091148, articleId=1283857403011645643, orderNo=1, firstName=null, middleName=null, lastName=null, nameCn=null, orcid=null, stid=null, country=null, authorPic=null, dead=0, email=null, emailSecond=null, emailThird=null, correspondingAuthor=0, authorType=1, ext={EN=AuthorExt(id=1283857404076998875, tenantId=1146029695717560320, journalId=1149651992496091148, articleId=1283857403011645643, authorId=1283857403993112793, language=EN, stringName=Dongyao Li, firstName=Dongyao, middleName=null, lastName=Li, prefix=null, suffix=null, authorComment=null, nameInitials=null, affiliation=null, department=null, xref=null, address=College of Humanities, Tianjin University of Finance and Economics, Tianjin 300222, bio=null, bioImg=null, bioContent=null, aboutCorrespAuthor=null), CN=AuthorExt(id=1283857404152496348, tenantId=1146029695717560320, journalId=1149651992496091148, articleId=1283857403011645643, authorId=1283857403993112793, language=CN, stringName=李冬瑶, firstName=null, middleName=null, lastName=null, prefix=null, suffix=null, authorComment=null, nameInitials=null, affiliation=null, department=null, xref=null, address=天津财经大学人文学院新闻与文化传播系，天津 300222, bio=null, bioImg=null, bioContent=null, aboutCorrespAuthor=null)}, companyList=[AuthorCompany(id=1283857403682734288, tenantId=1146029695717560320, journalId=1149651992496091148, articleId=1283857403011645643, xref=null, ext=[AuthorCompanyExt(id=1283857403691122897, tenantId=1146029695717560320, journalId=1149651992496091148, articleId=1283857403011645643, companyId=1283857403682734288, language=EN, country=null, province=null, city=null, postcode=null, companyName=null, departmentName=null, remark=College of Humanities, Tianjin University of Finance and Economics, Tianjin 300222), AuthorCompanyExt(id=1283857403699511506, tenantId=1146029695717560320, journalId=1149651992496091148, articleId=1283857403011645643, companyId=1283857403682734288, language=CN, country=null, province=null, city=null, postcode=null, companyName=null, departmentName=null, remark=天津财经大学人文学院新闻与文化传播系，天津 300222)])])], keywords=[Keyword(id=1283857404248965341, tenantId=1146029695717560320, journalId=1149651992496091148, articleId=1283857403011645643, language=EN, orderNo=1, keyword=popular science short video), Keyword(id=1283857404316074206, tenantId=1146029695717560320, journalId=1149651992496091148, articleId=1283857403011645643, language=EN, orderNo=2, keyword=three-level framework theory), Keyword(id=1283857404378988767, tenantId=1146029695717560320, journalId=1149651992496091148, articleId=1283857403011645643, language=EN, orderNo=3, keyword=Bi Dao THU), Keyword(id=1283857404458680544, tenantId=1146029695717560320, journalId=1149651992496091148, articleId=1283857403011645643, language=CN, orderNo=1, keyword=科普短视频), Keyword(id=1283857404525789409, tenantId=1146029695717560320, journalId=1149651992496091148, articleId=1283857403011645643, language=CN, orderNo=2, keyword=框架三层次理论), Keyword(id=1283857404609675490, tenantId=1146029695717560320, journalId=1149651992496091148, articleId=1283857403011645643, language=CN, orderNo=3, keyword=毕导THU)], refs=null, funds=null, companyList=[AuthorCompany(id=1283857403682734288, tenantId=1146029695717560320, journalId=1149651992496091148, articleId=1283857403011645643, xref=null, ext=[AuthorCompanyExt(id=1283857403691122897, tenantId=1146029695717560320, journalId=1149651992496091148, articleId=1283857403011645643, companyId=1283857403682734288, language=EN, country=null, province=null, city=null, postcode=null, companyName=null, departmentName=null, remark=College of Humanities, Tianjin University of Finance and Economics, Tianjin 300222), AuthorCompanyExt(id=1283857403699511506, tenantId=1146029695717560320, journalId=1149651992496091148, articleId=1283857403011645643, companyId=1283857403682734288, language=CN, country=null, province=null, city=null, postcode=null, companyName=null, departmentName=null, remark=天津财经大学人文学院新闻与文化传播系，天津 300222)])], figs=null, attaches=null, journal=Journal(id=1146439203866390557, delFlag=0, nameCn=科普创作评论, nameEn=Science Writing Review, nameHistory1=null, nameHistory2=null, issn=2097-0056, eissn=null, cn=10-1739/I, coden=null, periodic=2, language=CN, oaType=否, ccby=null, superviseOffice=null, ownerOffice=null, pubOffice=null, editorOffice=null, officeType=null, aims=null, clcCode=null, officeProv=null, officeCity=null, officeAddr=null, officeZip=null, officeEmail=null, officePhone=null, editDirector=null, officeDirector=null, officeDirectorPhone=null, officeStaffNum=null, officeEmpNum=null, coverPicUrl=+cfxvn4bA4Y3O4F29SnYGA==, journalPrice=null, startedYear=null, abbrevIsoEn=Sci Writ Rev, journalRemark=null, publicationField=null, createdTime=1751262006015, updatedTime=1784016132714, createdBy=18614031015, updatedBy=13041195026, firstLetterCn=K, firstLetterEn=K, subjectCode=Natural Sciences, subjectName=自然科学, subjectCodeEn=Natural Sciences, subjectNameEn=null, picCn=+cfxvn4bA4Y3O4F29SnYGA==, picEn=RiVP/zUeUqCKeu7uRn6lpw==, jcr=null, cjcr=null, exts=[JournalExt(id=1283819969121063689, language=CN, name=科普创作评论, nameHistory1=null, nameHistory2=null, managedBy=中国科学技术协会, sponsoredBy=中国科普作家协会、中国科普研究所、中国科学技术出版社有限公司, publishedBy=中国科学技术出版社有限公司, editorOffice=, officeProv=null, officeCity=null, officeAddr=, officeZip=, editDirector=, officeDirector=null, officePhone=null, coverPicUrl=null, journalRemark=, submitArticleUrl=null, websiteUrl=https://sw.kpcswa.org.cn/index.html, createdTime=1784016132860, updatedTime=1784016132860, createdBy=13041195026, updatedBy=13041195026, submissionGuidelinesUrl=https://sw.kpcswa.org.cn/Submission/, submissionAuthorUrl=https://sw.kpcswa.org.cn/Submission/, submissionEditorUrl=https://sw.kpcswa.org.cn/Submission/, submissionReviewUrl=https://sw.kpcswa.org.cn/Submission/, submissionCeEditorUrl=https://sw.kpcswa.org.cn/Submission/, submissionAeEditorUrl=https://sw.kpcswa.org.cn/Submission/, option={"copyright":""}), JournalExt(id=1283819969171395338, language=EN, name=Science Writing Review, nameHistory1=null, nameHistory2=null, managedBy=, sponsoredBy=, publishedBy=, editorOffice=, officeProv=null, officeCity=null, officeAddr=, officeZip=, editDirector=, officeDirector=null, officePhone=null, coverPicUrl=null, journalRemark=, submitArticleUrl=null, websiteUrl=https://sw.kpcswa.org.cn/index.html, createdTime=1784016132872, updatedTime=1784016132872, createdBy=13041195026, updatedBy=13041195026, submissionGuidelinesUrl=https://sw.kpcswa.org.cn/Submission/, submissionAuthorUrl=https://sw.kpcswa.org.cn/Submission/, submissionEditorUrl=https://sw.kpcswa.org.cn/Submission/, submissionReviewUrl=https://sw.kpcswa.org.cn/Submission/, submissionCeEditorUrl=https://sw.kpcswa.org.cn/Submission/, submissionAeEditorUrl=https://sw.kpcswa.org.cn/Submission/, option={"copyright":""})], databaseList=null, tenantJournalId=1149651992496091148, websiteList=[Website(id=1151872930704142598, webName=null, webTitle=null, webDomain=null, webCopyrigh=null, webIpcNo=null, seoTitle=null, seoKeywords=null, seoDescription=null, tenantJournalId=null, journalId=1149651992496091148, journalNameCn=null, journalNameEn=null, grayFlag=null, tenantId=1146029695717560320, platformId=null, journalGroupId=null, journalGroupNameCn=null, journalGroupNameEn=null, type=1, domain=https://castjournals.cast.org.cn/joweb/kpcz/CN, language=CN, createTime=1752557507445, createBy=18614031015, updateTime=1752558581360, updateBy=18614031015, name=科普创作评论, tplId=1146099689490845704, title=科普创作评论, delFlag=0, indexPage=/home, props=[WebsiteProps(id=1155921141924487363, tenantId=1146029695717560320, journalId=null, journalGroupId=null, siteId=1151872930704142598, code=articleTextType, value=kx, createTime=1753522676211, updateTime=1753522676211, creator=18614031015, updator=18614031015), WebsiteProps(id=1155921141907710144, tenantId=1146029695717560320, journalId=null, journalGroupId=null, siteId=1151872930704142598, code=banner, value=null, createTime=1753522676207, updateTime=1753522676207, creator=18614031015, updator=18614031015), WebsiteProps(id=1155921141899321535, tenantId=1146029695717560320, journalId=null, journalGroupId=null, siteId=1151872930704142598, code=logo, value=https://castjournals.cast.org.cn/joweb/kjdb/CN/file/pic?fileId=G3CX/Tr9ExkYnfqNo2mMCA==, createTime=1753522676205, updateTime=1753522676205, creator=18614031015, updator=18614031015), WebsiteProps(id=1155921141920293058, tenantId=1146029695717560320, journalId=null, journalGroupId=null, siteId=1151872930704142598, code=picServerUrl, value=https://castjournals.cast.org.cn/joweb/kjdb/CN/file/pic, createTime=1753522676210, updateTime=1753522676210, creator=18614031015, updator=18614031015), WebsiteProps(id=1155921141911904449, tenantId=1146029695717560320, journalId=null, journalGroupId=null, siteId=1151872930704142598, code=staticResourcePath, value=https://castjournals.cast.org.cn/joweb/cast_kjdb_cn_619/, createTime=1753522676208, updateTime=1753522676208, creator=18614031015, updator=18614031015)]), Website(id=1151872930846748939, webName=null, webTitle=null, webDomain=null, webCopyrigh=null, webIpcNo=null, seoTitle=null, seoKeywords=null, seoDescription=null, tenantJournalId=null, journalId=1149651992496091148, journalNameCn=null, journalNameEn=null, grayFlag=null, tenantId=1146029695717560320, platformId=null, journalGroupId=null, journalGroupNameCn=null, journalGroupNameEn=null, type=1, domain=https://castjournals.cast.org.cn/joweb/kpcz/EN, language=EN, createTime=1752557507478, createBy=18614031015, updateTime=1752558586432, updateBy=18614031015, name=科普创作评论, tplId=1146101810881728533, title=科普创作评论, delFlag=0, indexPage=/home, props=[WebsiteProps(id=1155921257720832200, tenantId=1146029695717560320, journalId=null, journalGroupId=null, siteId=1151872930846748939, code=articleTextType, value=kx, createTime=1753522703819, updateTime=1753522703819, creator=18614031015, updator=18614031015), WebsiteProps(id=1155921257699860677, tenantId=1146029695717560320, journalId=null, journalGroupId=null, siteId=1151872930846748939, code=banner, value=null, createTime=1753522703814, updateTime=1753522703814, creator=18614031015, updator=18614031015), WebsiteProps(id=1155921257691472068, tenantId=1146029695717560320, journalId=null, journalGroupId=null, siteId=1151872930846748939, code=logo, value=https://castjournals.cast.org.cn/joweb/kjdb/CN/file/pic?fileId=G3CX/Tr9ExkYnfqNo2mMCA==, createTime=1753522703812, updateTime=1753522703812, creator=18614031015, updator=18614031015), WebsiteProps(id=1155921257716637895, tenantId=1146029695717560320, journalId=null, journalGroupId=null, siteId=1151872930846748939, code=picServerUrl, value=https://castjournals.cast.org.cn/joweb/kjdb/CN/file/pic, createTime=1753522703818, updateTime=1753522703818, creator=18614031015, updator=18614031015), WebsiteProps(id=1155921257708249286, tenantId=1146029695717560320, journalId=null, journalGroupId=null, siteId=1151872930846748939, code=staticResourcePath, value=https://castjournals.cast.org.cn/joweb/cast_kjdb_cn_619/, createTime=1753522703816, updateTime=1753522703816, creator=18614031015, updator=18614031015)])], journalTitle=科普创作评论, weixinUrl=null, journalUrl=null, iacademicId=null, status=1, seqNo=null, journalTitleEn=Science Writing Review, journalPhotoCn=+cfxvn4bA4Y3O4F29SnYGA==, journalPhotoEn=RiVP/zUeUqCKeu7uRn6lpw==, journalFirstLetter=K, journalRecommend=null, journalNew=null, journalCollection=null, jcrJf=null, cjcrJf=null, jcrJfStr=null, cjcrJfStr=null, submissionFirstDecision=null, sciSubjectClassification=null, casSubjectClassification=null, citeScore=null, totalCitationFrequency=null, icpCode=null, psCode=null, advertisingLicenseCode=null, copyrightInformation=null, country=null, option=, provinceCode=null, provinceName=null, collectFlag=false, interPubPlatform=, interPubPlatformUrl=null), detailUrlCn=https://castjournals.cast.org.cn/joweb/kpcz/CN/10.19957/j.cnki.kpczpl.2023.02.002, detailUrlEn=https://castjournals.cast.org.cn/joweb/kpcz/EN/10.19957/j.cnki.kpczpl.2023.02.002, pdfUrlCn=https://castjournals.cast.org.cn/joweb/kpcz/CN/PDF/10.19957/j.cnki.kpczpl.2023.02.002, pdfUrlEn=https://castjournals.cast.org.cn/joweb/kpcz/EN/PDF/10.19957/j.cnki.kpczpl.2023.02.002, aliStartDate=0, aliEndDate=0, collectionFlag=false, citedCount=null, citedUrl=null, previewStatus=0, delFlag=0, hasFullText=0, orderTime=1687190400000, fullTextJson=null, articleText=null, reference=null)