媒体融合背景下的学术期刊微信公众号建设

Constrution of the WeChat Public Platform for Academic Journal under the Background of Media Convergence

数字时代强调传统媒体和新兴媒体的优势融合。学术期刊纷纷尝试进入微信公众平台领域,拓展期刊传播渠道和传播影响力。文章以CSSCI教育学期刊运营的微信公众号为研究对象,调查分析其运营现状,发现70%以上的CSSCI教育学期刊开通了微信公众号,其推文频率不高,阅读量和WCI指数偏低。单篇文章的微信公众号阅读数大大高于知网下载数;知网下载数与发布日期强关联,而微信公众号阅读数与推送日期弱关联;WCI指数与期刊影响因子的关联性不大。研究建议,学术期刊编辑部应充分重视微信公众号的传播功能,进一步增强微信公众号的服务功能,重点加强对微信公众号内容资源的集约整合,不断提高期刊编辑的新媒体素养。

The digital era emphasizes the convergence of traditional media and new media. Academic journals are trying to get into the WeChat public platform, expanding the distribution of periodicals and spreading influence. Selecting the WeChat public platform of CSSCI educational journals as the research object, this paper gives an investigation and analysis on the construction and operation status of the platform. The study has found that more than 70% of CSSCI educational journals have opened a WeChat public platform, with low frequency of tweets, low reading volume and low WCI index. The study indicates that the number of reading per article in the WeChat public platform is much higher than that of downloads on the CNKI website. The number of downloads is strongly correlated with the release date, while the number of public accounts read is weakly correlated with the push date. WCI index has little correlation with IF. The operator of academic journals should pay full attention to the WeChat public platform, further enhance the service function of the platform, strengthen the integration of content resources, and continuously improve the new media literacy of editors.