"Physics is too difficult" is probably the feeling of many people when they were students. Recently, however, the Chinese Academy of Sciences' 2022 interdisciplinary science speech became popular on the short video platform. Canonical field theory, quantum mechanics, electromagnetism, and physical terms that sounded difficult were transformed into easy to understand language, which attracted 2.6 million netizens. Cao Zexian, one of the keynote speakers and a researcher at the Institute of physics of the Chinese Academy of Sciences, said: "it is very meaningful to be able to start the new year with a scientific speech with ultra-high knowledge content." Previously, the Institute of physics of the Chinese Academy of Sciences shared the video clips of researcher Cao Zexian's open class on the short video platform. Among them, a paragraph on electromagnetism combined with long-distance love was praised by more than 2.5 million. Many netizens lamented: "physics has become interesting." For some time, the major short video platforms have set off a popular science fever, and many professors and experts have incarnated as popular science anchors to stimulate netizens' enthusiasm to explore science through short video. In November 25, 2021, Tsinghua University's joint knowledge on the 2 tiktok report on short video and knowledge was released. Up to now, the total amount of knowledge video accumulated by the shaking platform has exceeded 6 trillion and 600 billion, the tiktok is over 146 billion 200 million, the comment volume is over 10 billion, and the share is over 8 billion 300 million. "From entertainment to knowledge, the active upgrading of the content industry is helping the network society form a 'knowledge fashion' of looking for knowledge, learning knowledge and respecting knowledge." Said Chen Gang, director of the Department of film and television media, School of art and media, Beijing Normal University. 1. The mission of science popularization is to "lead people into the door" With short gray hair, often wearing a vest, novel experiments and concise and neat speeches, this is the first impression of netizens on Wu Yuren, a retired professor of Tongji University. In tiktok and other short video platforms, millions of fans call her "grandma Wu" kindly, and fall in love with her to do experiments. A while ago, the Shenzhou 13 manned spacecraft was successfully launched. Many children also began to wonder: How did the rocket fly to the sky? In order to answer this question, Wu Yuren specially filmed a video to let everyone know that the speed of the rocket comes from the reaction force of the rocket combustion by blowing the balloon; Then the liquid nitrogen injection experiment is used, so that children can intuitively feel how much fuel it takes to break through the first cosmic speed. Wu Yu people have been insisting on science popularization for 16 years. "Physics is very interesting, but many students are afraid of being tested." She said she just wanted to tell the children how to learn physics. "The mission of science popularization is to let people put down their resistance to advanced disciplines, lead people into the door, and bridge the cognitive gap between science and the public." Chen Gang said. Zhang Chenliang, the real name of the science popularization expert "@ infinitely bright daily science popularization", is the deputy editor in chief of the museum magazine and the director of the financial media center of China National Geography. In November 14, 2019, he made the first video in the trembling sound, opening the tiktok road of short video. Since then, he has successively opened columns such as "distant natural history", "flowers, plants, insects and fish around", "Liangji catching up with the sea" and "network heat transfer biological identification". "Network heat transfer biometrics" series of videos have been watched 1.28 billion times. His popular science short video quotes scriptures, but also consult ant experts, otter researchers and other professionals. In addition to his major, Zhang Chenliang's characteristics of popular science are calm, direct and distinctive. Because his face is slightly square, his eyes are slightly smaller, and his eyebrows are slightly wrinkled, he has been refuting rumors about water monkeys. Netizens jokingly call him "the king of Tibetan Fox" and "the president of water monkeys refuting rumors Association". When sharing his creative experience, Zhang Chenliang said that the video platform is a place that can produce inspiration. "Some background music or a stem and catchphrase can make me marvel. Absorbing the ideas is very useful for popular science. Only in this way can the videos created by knowing yourself and the enemy be liked by the public". In the popular video of the shaking platform, the most highly praised news from sudden death news of "severe doctor of tiktok" is constantly appearing. It takes only six minutes to teach you a real life saving operation in the face of cardiac arrest. In the video, Dr. Cao used 6 minutes to decompose and demonstrate the steps of cardiac resuscitation in the family scene. He got 2.73 million likes and 230000 forwards. Many people commented: "I've seen it many times. I hope I can't use it, but I have to learn it." The report shows that there are 1 million 360 thousand times of "tiktok" emotion and 2 million 540 thousand "understanding" rejoicing in the area of the video review of the voice. Chen Changfeng, executive vice president of the school of Journalism and communication of Tsinghua University, believes that these figures are the satisfaction of users to learn different types of knowledge at very low time, space and economic cost without leaving home. They are the representation of the rise of knowledge attributes and the decline of entertainment attributes of short video platforms. 2. The difficulty of popular science lies in "Popularization". It is the ability to listen and want to listen In June last year, the State Council issued the outline of the national action plan for scientific quality (2021-2035), which proposed to deepen the supply side reform, promote the innovation and improvement of popular science content, forms and means, improve the knowledge content of popular science, and meet the needs of the whole society for high-quality popular science. What "secret weapons" do these popular scientists have to let advanced science enter the homes of ordinary people? One of Wu Yu's favorite words is "fun". Chaotic pendulum perpetual motion machine, Stirling heat engine small model, Newton pendulum, pointer electroscope, Fresnel lens... In addition to these small devices and models specially used for physical experiments, the "toys" in Wu Yuren's "treasure chest" are almost diverse - in her hand, eggs, clothes hangers, coins and other daily necessities may be transformed into experimental equipment. The reporter learned about cosmic rays when looking at the popular science video of Wu Yuren. In the video, grandma Wu held a bamboo broom in her right hand and rowed her left hand from the broom handle to the end of the beard, which made people suddenly understand that the trajectory of cosmic rays in space is like a broom, from energy concentration to gradual weakening and dispersion. "The construction and development of the country is inseparable from the improvement of the quality of the whole people. It needs more in-depth study and useful science popularization", which is the original intention of Wu Yu people to do science popularization. Wu Yuren told reporters that when she taught college physics at Tongji University, she found that many students still have obvious fear of difficulties in physics. Even students majoring in physics may only be good at doing physics problems, but they don't really love physics, lack curiosity and exploration, and can't see light in their eyes. "Fear is due to lack of understanding; lack of understanding is due to lack of curiosity." Wu Yuren said that the current popular topic brushing education is obviously unworkable and counterproductive. Different from face-to-face teaching in class, in the video, Wu Yu people need to "translate" complex physical principles in easy to understand language in a limited time to accurately convey them to the public. "The most difficult thing is the early creative planning script, and this part of the work often depends on the inspiration and wisdom of grandma Wu." Team members said that fortunately, grandma Wu has many ideas, big brain holes, and is not afraid of hardship and fatigue. She often goes around with young people. In fact, the difficulty of popular science is not "science", but "Popularization". Wang Pinxian, academician of the Chinese Academy of Sciences, is a marine geologist. Three years ago, Wang Pinxian, who is over 80, completed the task of deep diving in the South China Sea three times in nine days. Not long ago, Wang Pinxian became popular on major platforms with his videos of popular marine knowledge. "Making a video can let millions of netizens learn about the ocean. The large barrage, like rain, looks spectacular and exciting." "Many scientists are not 'science scientists'." In Wang Pinxian's opinion, first, the past division of Arts and sciences made some scientists lack literary literacy and popular science works unattractive; In addition, science originated in Europe. Many scientific works in Chinese are translated from foreign languages for many times, which also leads to the "copying" of popular science works, lack of originality and sacrifice accuracy. "The more a big scientist's class is, the better he can understand it, and the more a small scientist's class is, the more difficult it is to understand it. A small scientist is afraid that if he speaks a wrong word, he will be wrong. He only dares to tell the truth from the book, while a big scientist is more free, because he may have discovered the principle." In Wang Pinxian's mind, the ideal realm of science popularization is "one mouth in an hour, and there are no auxiliary props such as ppt. It's called ability to stare and listen today and want to come tomorrow". 3, the content quality is precious in science popularization. The enthusiasm of short video has been ignited, but problems such as content homogenization and the proliferation of pseudoscience have gradually emerged. Tiktok, a young biologist from the Chinese Academy of Sciences, is the head of animal science Ph. D., who was a voice reader. He discovered that the so-called "science popularization" on the Internet was always wrong and erroneous in. For example, termites are not ants, but closer to cockroaches; Amber must have been buried underground for tens of millions of years, otherwise it cannot be called amber. Chen Rui feels the urgency of popularizing science every time he sees the massive spread of false information on the Internet. The report points out that short video knowledge inclusive also needs to further improve the content quality and focus on solving potential problems such as over commercialization of knowledge video. Liu Chang, a professor at Communication University of China, agrees. He mentioned that the diversified, all-round and high-level demand for knowledge has become an important part of the growing needs of the public for a better life. The continuous deepening of short video knowledge and fashion will be beneficial to the long-term and healthy development of the whole Internet industry. "For creators, we should emphasize the principle of originality and high quality, guide creators to improve the quality of content creation, especially for popular science short videos, we should strictly audit scientific content." Zhong Qi, a researcher at the China Institute of popular science, pointed out that the short video platform can use incentives to encourage professional popular science institutions, professional teams and professionals to engage in popular science short video creation and accumulate the stock of high-quality popular science short video works. "This also puts forward higher requirements for the platform." Chen Gang said that it is necessary to "subtract" by clarifying relevant filtering standards and establishing a scientific and efficient audit system, and "add" by cultivating more high-quality creators and strengthening the protection of original knowledge content, so as to further increase the presentation of high-quality content. At the same time, it is necessary to provide feedback channels for users to deeply participate in the construction and optimization of short video products. In this new science popularization field, the voice for crowd segmentation is also getting higher and higher. Zhong Qi introduced that at present, more than half of the mobile science popularization users have a certain educational background, the audience of science popularization has shown the characteristics of youth and high education, and the coverage has also expanded to white-collar workers, college students, enterprise managers, humanities scholars, etc. "For this kind of people, we usually use the form of in-depth articles to meet their thirst for knowledge, but at the same time, we can not ignore the popular science needs of primary and secondary school students, the elderly and people with low education." In Zhong Qi's opinion, primary and secondary school students have their own "circle". They use QQ instead of wechat to communicate, and are fascinated by the secondary meta culture... "If we use their thinking logic to produce popular science content and use their language to make popular science videos, the communication effect will be twice the result with half the effort." The science popularization team of the Institute of zoology of the Chinese Academy of Sciences has done it