Knowledge short video science popularization is more heart-warming.
"Teacher Lu playing with bones" Lu Jing put the bones of fish head, braised chicken and Beijing roast duck together into a whole skeleton, creating a kind of "visual sense of paleontology museum".
Dai Jianye, a professor of "Debris Flow", told the story of Li Bai, Du Fu and Gao Shi joining hands to visit famous mountains, visit immortals and refine the elixir, which reappeared the prosperous time of the Tang Dynasty.
Gong Gongjun, who only made a noise but didn’t show up, took everyone to visit every corner of the Forbidden City and quoted the classics to tell the cold knowledge and little interesting things of the Forbidden City.
With the development of short video platform, more and more content creators have emerged to share and spread knowledge. They are popular science experts who have knowledge, love sharing and are familiar with skills. These high-quality content supplies meet and create a huge demand for knowledge.
Professor Hu Baijing, Executive Dean of School of Journalism, Renmin University of China, believes that the rise of short video platform has promoted the expansion of knowledge production from elite to the public, making knowledge more personalized and scene-oriented, and at the same time making it possible for knowledge to be universal, knowledge to be promoted, and knowledge to be shared and co-created.
Small but refined, making universal knowledge close to reality.
"Tang Xuanzong released Li Bai from the court, that is, he was given a sum of money to get rid of him: you are not cut out to be a prime minister. Li Bai went to Luoyang from Chang ‘an, and Du Fu was a fan of Li Bai. Li Bai was kind enough to let him meet him. After meeting him, he admired Li Bai to death. I don’t know whether Li Bai plays cowhide well or is charming. Anyway, Du Fu listened to his words and started from Luoyang, Henan Province to Hebei and Shandong with his eldest brother. What for? Looking for immortals, picking fairy grass and refining elixir, I met Gao Shi halfway … "This is the story that happened in 744 AD and was called the meeting of the sun and the moon in China literary world by Wen Yiduo. Only Confucius can match it when he saw Lao Zi.
Although it doesn’t sound formal, this remark is by no means a fabrication by Dai Jianye, a professor at the College of Literature of Central China Normal University. The experiences of Li, Du and Gao in seeking immortality and monasticism are reflected in several poems of Du Fu. Dai Jianye lamented that it was a generation of romantic people.
When this lecture video was put on Tik Tok, Dai Jianye didn’t know what the latter was. More than a year later, he became Professor online celebrity known as the Debris Flow. The Tik Tok has nearly 4 million fans and tens of millions of likes.
The "big family" living in Hefei is a lawyer with nearly 10 years of financial work experience. In her spare time, she uses short videos to give netizens common knowledge of popular science and economics.
The "treasure family" found that the public is very curious about knowledge, but many people have no chance to receive economic education, lack basic knowledge of wealth, and have no concept of risks and benefits. If the public can learn more about economics, they may be able to avoid some losses. Some netizens left a message under the short video she posted: "Fortunately, I saw that you were not fooled by the Ponzi scheme, and my friends around me pressed hundreds of thousands of yuan on a financial platform."
In the era of short video, knowledge levels are diversified and symbiotic, including authoritative scientific theories, life tips and workplace office skills to meet the different knowledge needs of different audiences. The sharers of knowledge are not necessarily high-ranking experts and scholars, but also life experts who are familiar with their own fields.
Compared with the traditional graphic form, short video communication knowledge has four characteristics: immediacy of knowledge dissemination, personalization of knowledge presentation, manifestation of invisible knowledge and popularization of complex knowledge.
Zhao Yan, President and Editor-in-Chief of China Science Newspaper, said that a short video of 15 seconds to 1 minute condensed the serious knowledge on weekdays and passed it on to the audience in a more visual form, which changed the boring appearance of knowledge and narrowed the distance between the public and cultural knowledge. Knowledge sharing and linking with short videos not only broadens the boundaries of knowledge, but also brings knowledge inclusiveness close to reality.
Promote the value shift of Internet content industry.
In the eyes of knowledge creators, short videos have become the primary tool for them to spread and exchange knowledge.
Xiang Bo, who works as a chemistry teacher at Guangyuan Middle School in Sichuan Province, said that his own class could only affect 40 or 50 students in the classroom. "But now I am a teacher shared by more than 6 million fans. Making good use of communication tools can eliminate the time and space barriers of knowledge dissemination and light up more people’s enthusiasm for chemistry. "
Lu Jing, an associate researcher at the Institute of vertebrate paleontology and Paleoanthropology, Chinese Academy of Sciences, feels that doing popular science on short videos is a "new and wonderful experience". Before that, she didn’t expect that the mobile internet platform could tilt resources to serious knowledge creators and content like her. Short videos made her find a hyperlink to share knowledge with the world, and the feedback from "fans" became her motivation to persist in doing popular science. "I feel that short videos make the way to do knowledge on the Internet wider and wider."
The purpose of people’s initial use of short video software is mostly entertainment and leisure, but in a highly fragmented and entertaining viewing environment, it is easy to have a sense of emptiness and aesthetic fatigue after a long time. The emergence of knowledge-based content, like a clean stream, can fill the gaps in people’s hearts.
Wang Xiaohong, a professor at Communication University of China, pointed out that with some Internet platforms successively launching measures to spread service knowledge, "knowledge content has gained unprecedented attention in the Internet industry. This trend reflects the upgrading of Internet content from single entertainment to knowledge. It can be said that the short video platform has driven the value shift of the Internet content industry. "
For users, short videos break the original time-space limitation of knowledge intake, allowing people to use their spare time to study anytime and anywhere. At the same time, short videos present knowledge in the form of concise and clear knowledge points, and ignite users’ interest in further in-depth learning.
Therefore, on the one hand, short video greatly reduces the threshold and difficulty of knowledge reception, mobilizes the enthusiasm of the public to create and disseminate knowledge, and realizes co-creation; On the other hand, short videos take social interaction as a link, breaking down the barriers of knowledge dissemination, allowing knowledge to reach more people and realize sharing.
Provide a better environment for knowledge content creation
"Information creates value. Among the many values created by information, the value of knowledge dissemination is the highest." Zhang Yu, vice president of ByteDance, believes that continuous investment in knowledge content will benefit the sustained and healthy development of the entire Internet content industry.
"As a platform or technology, if high-quality content is not occupied, then harmful content will be occupied." Dai Jianye said, "Short videos have both pictures and sounds, and you can also add words, which is definitely a very good way to spread. Algorithms and traffic tell us what kind of articles and videos are the most popular and what kind of knowledge people like, which not only enables the author to tailor them accurately, but also enables the network to deliver them to the door regularly and quantitatively, which profoundly affects the production of knowledge. Those popular knowledge will be churned out in large quantities, but the neglected knowledge will not be produced. "
Dai Jianye’s viewpoint is being verified by practice. At the "2019DOU Knowledge Creator Conference" held in Beijing a few days ago, Zhang Yu introduced that as of December 2, 2019, the number of knowledge content creators with over 10,000 fans in Tik Tok had exceeded 74,000, and a total of 19.85 million high-quality knowledge short videos were created, with a cumulative broadcast volume of more than 1.9 trillion; Each short video of knowledge has reached nearly 100,000 people.
At present, all major short video platforms have built their own content pools, focusing on providing young people with high-quality content such as teaching, calligraphy and painting, parenting education, human history, traditional culture, handcrafting, natural science popularization and so on. For example, the Encyclopedia, a knowledge label area initiated by Aauto Quicker, and the DOU Knowledge Plan and the Non-legacy Partner Plan initiated by Tik Tok in conjunction with the Science Communication Bureau of Chinese Academy of Sciences, etc.
However, at present, the overall proportion of these contents is still low, and the total amount is still insufficient. In the future, various short video platforms will continue to exert their efforts to provide a better environment and more support for knowledge content creation.
In addition, regarding the view that short video learning is fragmented, Chen Zheng, a teacher at the National Physics Experimental Teaching Demonstration Center of Beijing Jiaotong University, said in an interview with the media: "Short video really can’t achieve the effect of systematic teaching, nor can it train professionals, but at least it can do one thing, that is, open a door. I teach physics, and my goal is to show some basic world outlook and methodology to the audience, especially teenagers, through these fragmented puzzles. When they collect enough’ fragments’, they master their internal connections and can spell out a complete picture of the world. "