Understanding Communication Strategies and Viewer Engagement with Science Knowledge Videos on Bilibili

Yu Zhang; Changyang He; Huanchen Wang; Zhicong Lu

doi:10.1145/3544548.3581476

Understanding Communication Strategies and Viewer Engagement with Science Knowledge Videos on Bilibili

Yu Zhang, Changyang He, Huanchen Wang, Zhicong Lu^*

^*Corresponding author for this work

Department of Computer Science

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

15 Citations (Scopus)

Abstract

As a popular form of online media, videos have been widely used to communicate scientific knowledge on video-sharing platforms. These science knowledge videos take advantage of rich and multi-modality information which has the potential to provoke public engagement with science knowledge and promote self-learning. However, how communicators strategically make science knowledge videos to engage viewers, and how specific communication strategies correlate with viewer engagement remain under-explored. In this paper, we first established a taxonomy of communication strategies currently used in science knowledge videos on Bilibili and then examined the correlations between communication strategies and viewers’ behavioral, emotional, and cognitive engagements measured by post-video comments. Our findings revealed the landscape of rich science communication strategies in science knowledge videos and further uncovered the correlations between these strategies and viewer engagements. We situated our results within prior research on science communication and HCI, and provided design implications for video-sharing platforms to support effective science communication. © 2023 Copyright held by the owner/author(s). Publication rights licensed to ACM.

Original language	English
Title of host publication	CHI '23
Subtitle of host publication	Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems
Publisher	Association for Computing Machinery
Number of pages	18
ISBN (Print)	978-1-4503-9421-5
DOIs	https://doi.org/10.1145/3544548.3581476
Publication status	Published - 2023
Event	2023 CHI Conference on Human Factors in Computing Systems (CHI ’23): reCHInnecting - Hybrid, Hamburg, Germany Duration: 23 Apr 2023 → 28 Apr 2023 https://dl.acm.org/doi/proceedings/10.1145/3544548 https://chi2023.acm.org/

Conference

Conference	2023 CHI Conference on Human Factors in Computing Systems (CHI ’23)
Abbreviated title	CHI 2023
Place	Germany
City	Hamburg
Period	23/04/23 → 28/04/23
Internet address	https://dl.acm.org/doi/proceedings/10.1145/3544548 https://chi2023.acm.org/

Bibliographical note

Research Unit(s) information for this publication is provided by the author(s) concerned.

Research Keywords

Science communication
Online video platforms

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1145/3544548.3581476

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Cite this

@inproceedings{6a3a682bda274f3a96c54f0b479577e5,

title = "Understanding Communication Strategies and Viewer Engagement with Science Knowledge Videos on Bilibili",

abstract = "As a popular form of online media, videos have been widely used to communicate scientific knowledge on video-sharing platforms. These science knowledge videos take advantage of rich and multi-modality information which has the potential to provoke public engagement with science knowledge and promote self-learning. However, how communicators strategically make science knowledge videos to engage viewers, and how specific communication strategies correlate with viewer engagement remain under-explored. In this paper, we first established a taxonomy of communication strategies currently used in science knowledge videos on Bilibili and then examined the correlations between communication strategies and viewers{\textquoteright} behavioral, emotional, and cognitive engagements measured by post-video comments. Our findings revealed the landscape of rich science communication strategies in science knowledge videos and further uncovered the correlations between these strategies and viewer engagements. We situated our results within prior research on science communication and HCI, and provided design implications for video-sharing platforms to support effective science communication. {\textcopyright} 2023 Copyright held by the owner/author(s). Publication rights licensed to ACM.",

keywords = "Science communication, Online video platforms",

author = "Yu Zhang and Changyang He and Huanchen Wang and Zhicong Lu",

note = "Research Unit(s) information for this publication is provided by the author(s) concerned.; 2023 CHI Conference on Human Factors in Computing Systems (CHI {\textquoteright}23) : reCHInnecting, CHI 2023 ; Conference date: 23-04-2023 Through 28-04-2023",

year = "2023",

doi = "10.1145/3544548.3581476",

language = "English",

isbn = "978-1-4503-9421-5",

booktitle = "CHI '23",

publisher = "Association for Computing Machinery",

address = "United States",

url = "https://dl.acm.org/doi/proceedings/10.1145/3544548, https://chi2023.acm.org/",

}

Zhang, Y, He, C, Wang, H & Lu, Z 2023, Understanding Communication Strategies and Viewer Engagement with Science Knowledge Videos on Bilibili. in CHI '23: Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems., 668, Association for Computing Machinery, 2023 CHI Conference on Human Factors in Computing Systems (CHI ’23), Hamburg, Germany, 23/04/23. https://doi.org/10.1145/3544548.3581476

Understanding Communication Strategies and Viewer Engagement with Science Knowledge Videos on Bilibili. / Zhang, Yu; He, Changyang; Wang, Huanchen et al.
CHI '23: Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems. Association for Computing Machinery, 2023. 668.

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

TY - GEN

T1 - Understanding Communication Strategies and Viewer Engagement with Science Knowledge Videos on Bilibili

AU - Zhang, Yu

AU - He, Changyang

AU - Wang, Huanchen

AU - Lu, Zhicong

N1 - Research Unit(s) information for this publication is provided by the author(s) concerned.

PY - 2023

Y1 - 2023

N2 - As a popular form of online media, videos have been widely used to communicate scientific knowledge on video-sharing platforms. These science knowledge videos take advantage of rich and multi-modality information which has the potential to provoke public engagement with science knowledge and promote self-learning. However, how communicators strategically make science knowledge videos to engage viewers, and how specific communication strategies correlate with viewer engagement remain under-explored. In this paper, we first established a taxonomy of communication strategies currently used in science knowledge videos on Bilibili and then examined the correlations between communication strategies and viewers’ behavioral, emotional, and cognitive engagements measured by post-video comments. Our findings revealed the landscape of rich science communication strategies in science knowledge videos and further uncovered the correlations between these strategies and viewer engagements. We situated our results within prior research on science communication and HCI, and provided design implications for video-sharing platforms to support effective science communication. © 2023 Copyright held by the owner/author(s). Publication rights licensed to ACM.

AB - As a popular form of online media, videos have been widely used to communicate scientific knowledge on video-sharing platforms. These science knowledge videos take advantage of rich and multi-modality information which has the potential to provoke public engagement with science knowledge and promote self-learning. However, how communicators strategically make science knowledge videos to engage viewers, and how specific communication strategies correlate with viewer engagement remain under-explored. In this paper, we first established a taxonomy of communication strategies currently used in science knowledge videos on Bilibili and then examined the correlations between communication strategies and viewers’ behavioral, emotional, and cognitive engagements measured by post-video comments. Our findings revealed the landscape of rich science communication strategies in science knowledge videos and further uncovered the correlations between these strategies and viewer engagements. We situated our results within prior research on science communication and HCI, and provided design implications for video-sharing platforms to support effective science communication. © 2023 Copyright held by the owner/author(s). Publication rights licensed to ACM.

KW - Science communication

KW - Online video platforms

U2 - 10.1145/3544548.3581476

DO - 10.1145/3544548.3581476

M3 - RGC 32 - Refereed conference paper (with host publication)

SN - 978-1-4503-9421-5

BT - CHI '23

PB - Association for Computing Machinery

T2 - 2023 CHI Conference on Human Factors in Computing Systems (CHI ’23)

Y2 - 23 April 2023 through 28 April 2023

ER -

Understanding Communication Strategies and Viewer Engagement with Science Knowledge Videos on Bilibili

Abstract

Conference

Bibliographical note

Research Keywords

UN SDGs

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