从新榜指数NRI排名看学术期刊微信公众号如何突破性创新——以职业教育类学术期刊为例

Approaching of Breakthrough Innovation in WeChat Official Accounts of Academic Journals from the Ranking of NRI Index--Taking Vocational Education Academic Journals for Example

当前职业教育类学术期刊如同大多数人文社科类学术期刊一样,虽然进行了微信公众号的建设,但长期“各自为政”,微信公众号的总体活跃度和关注度不高,传播效能亟待突破.通过对职业教育类8种主要期刊的新榜指数NRI进行比较,分析这类期刊公众号总体活跃度不高的成因.结果发现这类期刊多因运营意识有限,缺乏内容思维,推文形式单调,互交能力弱.因此,需要转换单向度思维,从用户思维的角度重塑媒体融合的运营逻辑,拓展公众号的内容与形式,增加更新频率,依托学术共同体的力量共同进行协同网络传播.

Like most humanities and social sciences academic journals,the current vocational education academic journals have carried out the construction of WeChat official accounts.But for a long time,they are sperated from each other,and the overall activity and attention of WeChat public accounts are not high,and the communication efficiency needs to be broken urgently.By comparing the New Rank Index(NRI)of 8 top journals in vocational education,this paper analyzes the reasons for the low activity of WeChat public accounts of these journals.It is found that most of these journals have limited operational awareness,lack of content thinking,monotonous form of tweets and weak interaction ability.Therefore,it is necessary to transform onedimensional thinking,reshape the operational logic of media integration with the height of user thinking,expand the content and form of public accounts,increase the frequency of updates,and rely on the power of the academic community to jointly carry out collaborative network communication.