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基于新媒体平台特性的药学科普传播特征分析及差异化策略
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| 篇名： | 基于新媒体平台特性的药学科普传播特征分析及差异化策略 |
| TITLE： | Analysis of pharmaceutical science popularization communication characteristics and differentiation strategies based on the characteristics of new media platforms |
| 摘要： | 目的 对比药学科普账号“药师彬彬”在抖音、小红书、今日头条三大平台的传播效果与内容特征，探索药学科普视频的跨平台传播策略。方法量化分析三大平台“药师彬彬”科普账号的5项核心指标（视频发布总量、用户数量、浏览量、高传播力视频相关数据、平台用户画像特征），系统分析平台属性与内容适配度。结果抖音、小红书、今日头条视频发布量分别为478、306、450条，浏览量分别为2.45亿次、116.49万次、1416.71万次；关注用户分别有53.50万人、9.50万人、5.30万人。抖音用户性别比例较为均衡，31～40岁用户居多，更偏好“短平快”、场景化科普，曝光量最高；小红书用户以一线、新一线城市中青年女性为主，家庭、妇幼用药类内容更受欢迎；今日头条用户多为50岁以上中老年人，慢病科普传播效果更好。三大平台高传播力视频浏览量整体差异有统计学意义（H＝44.07，P＜0.001），抖音浏览量显著高于小红书与今日头条（校正后P＜0.001），今日头条浏览量高于小红书（校正后P＜0.001）；小红书的点赞率与收藏率均最高，今日头条的分享率与评论率均最高（校正后P＜0.05）；热点时效型内容浏览量显著高于非热点时效型内容（β＝0.24，P＝0.012）；一人分饰两角/拟人化对话形式浏览量显著高于单人口播讲解（β＝0.27，P＝0.009）。结论形式创新类、热点时效类、长效需求类科普视频是主要的高传播力内容。应针对抖音的流量驱动型、小红书的女性与家庭垂直需求突出、今日头条的中老年慢病知识需求主导等不同平台特点，建立各有侧重、互相补充的药学科普传播矩阵。 |
| ABSTRACT： | OBJECTIVE To compare the communication effect and content characteristics of the pharmaceutical science popularization account “Pharmacist Binbin” on the three platforms of TikTok， Xiaohongshu and Today’s Headlines， and explore the cross platform communication strategy of pharmaceutical science popularization videos.METHODS Quantitatively analyze the five core indicators of the “Pharmacist Binbin” science popularization account on the three major platforms （total video releases， number of followers， page views， high dissemination video related data， and platform user profile characteristics）， and systematically analyze the platform attributes and content compatibility.RESULTS TikTok， Xiaohongshu， and Today’s Headlines videos were released 478， 306， and 450 items， with 245 million views， 1.164 9 million views， and 14.167 1 million views， respectively. The following users were 535 000， 95 000， and 53 000 respectively. The gender ratio of TikTok users was relatively balanced， with the majority of users aged 31 to 40 years old， preferring “short， flat， and fast”， scene-oriented science popularization， and the highest exposure. The users of Xiaohongshu were mainly young and middle-aged women in first-tier and new first-tier cities， and content related to family and maternal and child medication is more popular. Today’s Headline users were mostly middle-aged and elderly people over 50 years old， and the dissemination of chronic disease science was more effective. There was a statistically significant difference in the overall video browsing volume of the three platforms with high communication power （ H ＝44.07， P ＜0.001）. The browsing volume of TikTok was significantly higher than that of Xiaohongshu and Today’s Headlines （ P ＜0.001 after correction）， and the browsing volume of Today’s Headlines was higher than that of Xiaohongshu （ P ＜0.001 after correction）； Xiaohongshu has the highest like and collection rates， while Today’s Headline has the highest sharing and commenting rates （ P ＜0.05 after correction）. The browsing volume of hot and time-sensitive content was significantly higher than that of non-hot and time-sensitive content （ β ＝0.24， P ＝0.012）. The browsing volume of the dialogue form of one person playing two roles/personification was significantly higher than that of single-person oral explanation （ β ＝0.27， P ＝0.009）.CONCLUSIONS Science popularization videos with innovative forms， timely hot topics， and long-term demand were the main high dissemination content. According to the characteristics of different platforms， such as TikTok’s flow-driven model， Xiaohongshu’s prominent vertical demand for women and families， and Today’s Headlines demand for knowledge about chronic diseases among the middle-aged and elderly， we should establish a pharmaceutical science popularization communication matrix that focuses on each other and complements each other. |
| 期刊： | 2026年第37卷第17期 |
| 作者： | 于彬彬；肖芳；郑楠；翟丽杰 |
| AUTHORS： | YU Binbin，XIAO Fang，ZHENG Nan，ZHAI Lijie |
| 关键字： | 药学科普；新媒体平台；差异化传播；合理用药 |
| KEYWORDS： | new media platforms;differentiated dissemination;rational drug use |
| 阅读数： | 1 次 |
| 本月下载数： | 0 次 |
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