试论学术期刊的眼球效应

Eyeball effect on academic journals

【目的】学术期刊有其特有的眼球效应规律。准确把握并自觉运用眼球效应规律,是扩大学术期刊传播效应的有效途径。【方法】主要采用逻辑推理法与文献法,对眼球效应的影响因素和规律进行分析。【结果】学术期刊追求的眼球效应不在于大众眼球的广泛聚集,而注重吸引关键"小众"的眼球;它不止于追求当时关注,更注重学术信息对社会发展与科技进步的长远意义;它不谋求一时的"哄动"效应,而关注对目标受众的长远影响;它并非止于作者眼球的吸引,还要关注读者眼球的聚焦。【结论】眼球效应纳入到学术期刊传播研究中,对传播学学科研究有积极的促进意义;学术期刊应运用眼球效应规律促进传播。

[ Purpose ] The eyeball effect of academic journals has its own specific features. The full awareness and proper use of eyeball effect are an effective way to promote the visibility of academic journals. [ Methodology] This paper uses logical reasoning and literature analysis to analyze the factors and regulations of eyeball effects. [ Findings ~ The eyeball effect of academic journals is not focusing on the public, but on the attention of the key ＂niche＂. It should not only pursue the focus in the short run, but also should pay more attention to academic information dissemination which is beneficial to the development of society and progress of science and technology in the long run. We should not seek a temporary effect, but focus on the long-term effects of the target audience, aiming to attract the readers＇ and the authors＇ attention. [ Conclusions] This paper introduces the ＂eyeball effect＂ to the study of development of academic journals, which is also a novel application of communication science. Academic journals should use the 9rinciple of eyeball effect to promote dissemination of academic iaformation.