新闻传播类学术期刊微信公众平台建设热的冷思考

The cold thinking of WeChat public number usage in journalism and Communication academic journals' construction boom

【目的】以新闻传播类核心期刊为例,探究其微信平台建设现状及存在的问题,并提出优化策略,指导该类期刊更合理地使用微信平台。【方法】采用规范分析、案例分析和文献分析的方法,以34个新闻传播类核心期刊为例,对其微信平台的建设情况进行长期的调查与分析,并通过"清博指数"等软件获取数据。【结果】当前新闻传播类学术期刊微信平台建设比例为73.5%,但在实际的建设过程中面临着认证与推送数量有限、内容与编辑趋于格式化、结构与功能参差不齐、用户体验的忽视与误区等困境。【结论】新闻传播类学术期刊在其实际的建设过程中,应该积极适应多元化的媒介环境,在平台运营管理、内容编辑推送、结构功能完善、用户思维建立等方面进行改进,从而提升期刊的影响力。

[Purposes] This paper explores the current situation and existing problems of the micro-news platform in the core journals of journalism and communication,and puts forward the optimization strategy to guide the journals to use the WeChat platform more rationally. [Methods]Using normative analysis,case analysis and literature analysis methods,this paper made analysis based on the investigation of WeChat public accounts in academic journals. [Findings] The proportion of micro-news platform in current journalism and communication journals is 73. 5%,but in the process of actual construction,it faces the problems such as limited quantity of certification and push. The content and editing tend to be formatted; the structure and function are uneven; user experience is neglected and misunderstood and so on. [Conclusions]In the course of actual operation,academic journals of journalism and communication should actively adapt to the diversified media environment,improve the content of the article,improve the structure and function,and improve the characteristics of the platform.