学术期刊微信公众号以特色栏目为中心的传播实践研究——基于河北农业大学学报(社会科学版)“创新创业”栏目宣传

The Information Dissemination Centered on Characteristic Columns via Academic Journals’ WeChat Public Accounts: A Case Study of "Journal of Hebei Agricultural University (Social Sciences Edition)" Public Account and its "Innovation and Entrepreneurship" Column

我国学术期刊的媒体融合纵深发展对我国向科技期刊强国迈进具有重要推动作用。目前,微信公众号是我国学术期刊应用最广泛、影响力最大的新媒体平台之一,但多数存在传播内容同质,传播频率较低,传播形式扁平等问题。河北农业大学学报社会科学版微信公众号围绕期刊特色栏目做文章,在栏目活动的基础上牢牢把握宣传时机,提升了期刊影响力,创造了良好的社会效益。社科版公众号围绕期刊栏目进行的一系列传播实践,是普通学术期刊公众号突破运营困境的有益尝试,对同类学术期刊公众号丰富新媒体传播内容,深化新媒体融合具有一定的启示和借鉴意义。

The in-depth development of media integration of academic journals plays an important role in promoting our country to have strong science and technology journals.At present,the WeChat public account is one of the most widely used and influential new media platforms for academic journals in our country,but most of them have problems such as homogenous content,low transmission frequency,and flat transmission form.The WeChat public account of the Journal of Hebei Agricultural University(Social Sciences Edition)focuses on the journal's characteristic columns,and firmly grasps the opportunity for publicity based on the column activities,which enhances its influence and creates good social benefits.The series of dissemination practices carried out by the public account of Social Sciences Edition around the journal column are a useful attempt for the public account of many academic journals to break through the operational dilemma.It has certain enlightenment and reference for the public account of similar academic journals to enrich new media dissemination content and deepen the integration of new media significance.