“三个世界”视野:高校学报传播能力提升策略初探

Perspective of“Three Worlds”:Enhancement Strategies of University Journal's Propagation Capacity

当下,高校学术期刊"量"的增长与"质"的成长严重失调,走入了非理性的、同质化竞争的怪圈。究其原因,在于缺乏市场竞争意识,对发展目标定位模糊,作为媒介产品的品牌运作缺位,难以顺应媒介产品的发展规律。学术期刊的发展,应从主观世界、客观世界、传播世界三个视角来统筹思考,国家应制定相应政策,期刊经营人要明确定位、强化媒介产品经营,编辑要树立品牌意识、打造学术期刊品牌,综合运用"三个世界"的力量,采取有效策略,提升高校学报传播能力。

At present, there is serious imbalance of ＂volume＂ growth and ＂quality＂ growth in the development of academic journals and it has gone into the irrational cycle of homogeneous competition. The causes for this phe- nornenon are the lack of awareness of market competition, the indistinct development targeting, the absence of brand operation of media products, and difficult to comply with the law of development of media products. The de- velopment of academic journals should be taken into consideration from the three perspectives of the subjective world, the objective world, and the propagation world. States should make up appropriate policies; journals＇ oper- ators should clear positioning and strengthen media products operation~ editors should establish brand awareness and build the brand of academic journals. As a whole, it is necessary to integrate the forces of three ＂world＂ in order to take effective strategies to enhance the propagation capacity of university journals.