使用与满足视域下传统文学期刊的新媒体转型策略研究——以《人民文学》微信公众号为例

Research on the New Media Transformation Strategy of Traditional Literary Journals from the Perspective of Use and Satisfaction——Take the We Chat Public Account "People’s Literature" as an Example

新媒体时代,传统文学期刊面临着新媒体转型的挑战。本研究在“使用与满足”理论视域下,通过对《人民文学》微信公众号的典型受众进行问卷调查和深度访谈,发现其受众在使用文学期刊微信公众号过程中存在五大需求:个人整合需求、功能使用的便利需求、知识获取的心理需求、学术界交流的社交需求、文学界信息的获取需求。本文通过总结文学期刊公众号受众的需求以及《人民文学》微信公众号运营策略上的经验,为其他传统文学期刊的新媒体转型提供切实可行的建议。

In the era of new media, traditional literary journal is facing the challenge of new media transformation. From the theoretical perspective of "use and satisfaction", through questionnaire surveys and in-depth interviews with typical audiences of the WeChat public account "People’s Literature", this study finds that there are five major needs for the audience when using the literary journalsWeChat public account : personal integration needs, convenience needs of the functionsuse, the psychological needs of knowledge acquisition, the social needs of academic exchanges, and the acquisition needs of information in the literary world. This article summarizes the needs of literary periodical public account audiences and the experience in the operation strategy of the WeChat public account "People’s Literature", and provides practical suggestions for the new media transformation of other traditional literary journals.