Under the background of media convergence, diversified emerging media make transmedia storytelling a new media production method, which can bring a new content creation method and cultural production experience to science popularization. This papper combines the theory of transmedia storytelling with the practice of science popularization content production, and constructs a science popularization content production model. Taking the science popularization work Working Cell as the object of analysis, it analyzes meta-narrative, narrative fragmentation, media selection, content integration, interactive production and other dimensions to conduct case studies, comprehensively analyze the production process of science popularization content and its successful experience, verify the applicability and effectiveness of the transmedia storytelling in the production of science popularization content. Based on this, this study proposes new strategies for science popularization content production, including establishing an organizational collaboration network and building a science popularization resource service system; building an IP content matrix to promote the sustainable development of the scientific and technological resources; encouraging users to participate in narratives to form a scientific knowledge exchange and co-creation community; relying on the advantages of technology platforms to create an industrial ecology of science popularization content.

Working Cells  /  science popularization  /  transmedia storytelling  /  content production