我国科普期刊微信视频号传播能力与策略研究

Communication power of WeChat video accounts for popular science journals in China and strategies for improvement

【目的】分析我国科普期刊微信视频号运营与传播情况,为科普期刊的新媒体运营提供借鉴。【方法】以我国363种科普期刊为研究对象,以权威的新媒体大数据评估和研究平台“清博智能”为工具,提取期刊微信视频号的传播力指数,考察期刊微信视频号发布作品数量、转发数量、评论数量情况;结合文献与典型案例,分析我国科普期刊微信视频号传播能力。【结果】我国科普期刊借助微信视频号运营品牌的理念尚未形成、整体开通率低,一些科普期刊在开通微信视频号后缺乏维护;不同期刊短视频传播能力差别较大、两极分化严重;内容质量层次不齐、缺乏规划,主题散乱不聚焦;微信视频号普遍缺乏与受众的互动,营销运营意识不强。【结论】应重视短视频平台的建设、加大资源投入,发挥专业特色、丰富优质内容,强化服务意识、增强与受众互动能力。

[Purposes]This paper aims to analyze the operation and communication of WeChat video accounts for popular science journals in China and provide a reference for the new media operation of popular science journals. [Methods]A total of 363 popular science journals in China were taken as research subjects, and the authoritative new media big data evaluation and research platform,namely "www. gsdata. cn" was used as a tool to extract the communication power index of the journal′s WeChat video account. The number of published works, reposts, and comments on the journal′s video account were examined. Based on literature and typical cases,the communication ability of WeChat video accounts for popular science journals in China was analyzed. [Findings]The concept of using WeChat video accounts to operate brands for popular science journals in China has not yet been formed, and the overall opening rate is low. Some popular science journals lack maintenance after opening video accounts. Different journals have significant differences in short video communication capabilities and severe polarization. There are also problems such as uneven levels of content quality,lack of planning, and scattered and unfocused themes, as well as a general lack of interaction with the audience and a weak awareness of marketing operations. [Conclusions]It is necessary to attach importance to the construction of short video platforms, increase resource investment, leverage professional characteristics, enrich high-quality content, strengthen service awareness, and enhance the ability to interact with audiences.