大数据时代构建多渠道传播矩阵提升科技期刊影响力——以《地球科学》为例

Building a multi-channel communication matrix to enhance the influence of scientific and technological journals in the era of big data:taking Earth Science as an example

大量科技期刊承载巨量科技信息,是大数据时代的特征,但科技期刊很容易淹没在期刊与信息的海洋中。如何提升科技期刊自身品牌和影响力是当前多数编辑部和出版社面临的重要问题。结合当前多种媒体传播形式,《地球科学》基于国家期刊发展战略,通过微信平台、邮件精准服务、学术直播和视频等多种融媒体手段,构建“微信-邮件-视频-直播”多宣传渠道,形成传播矩阵。构建多渠道传播矩阵需要深度挖掘受众,根据媒体形式修改传播内容,以达到有效传播学术成果的目标。同时,期刊通过参与组织学术会议和论坛等科技活动,提升期刊学术召集力。《地球科学》办刊实践表明,构建多渠道传播矩阵能够为科技期刊提升品牌影响力和核心竞争力提供有益帮助,从而更好地服务国家和社会发展。

The era of big data is characterized by a multitude of scientific and technological journals carrying huge amounts of information,which can easily be submerged in surging number of journals and information.Therefore,how to enhance the brand and influence of scientific and technological journals is an important issue faced by most editorial offices and publishing houses at present.Implementing national journal development strategy,Earth Science utilizes current multiple media communication forms,including WeChat platform,email precision service,academic live broadcast and video tobuild a transmission matrix with“WeChatemail-video-live broadcast”multiple communication channel.Building a multi-channel communication matrix requires deep exploration of targeted audiences and modification of content tailored by different media forms.Thus,the goal of effectively disseminating academic research can be achieved.Furthermore,the journal enhances its academic convening power by organizing academic conferences,forums,and other scientific and technological activities.The publication practice of Earth Science shows that constructing a multichannel transmission matrix is helpful to improvethe brand influence and core competitiveness of scientific and technological journals,thereby better serving the national and social development.