基于B站和微信视频号的科技期刊跨平台传播效果研究

Research on cross-platform communication effect of scientific and technological journals based on Bilibili and WeChat Channels

融媒体建设背景下,以B站和微信视频号同时开设账号的6大科技期刊发布的302条视频数据为研究对象,采用内容分析法和描述性分析法,对期刊视频的传播基本情况、内容类别以及传播效果进行对比研究。研究发现,样本期刊在视频号平台的视频发布数量远大于B站平台,视频时长普遍短于B站;对于相同的视频内容,科技期刊在视频号的发布时间总体上早于B站;视频的内容类型、跳转链接与标签设置都对视频号平台的传播效果有影响,但对B站平台的影响相对较小。

Under the background of media integration construction,taking the 302 video data released by six major scientific and technological journals that opened accounts on Bilibili and WeChat Channels at the same time as the research object,the methods of content analysis and descriptive analysis were used to compare and study the basic communication situation,content category and communication effect of journal videos.This study found that the number of videos published by sample journals on the Channels platform was much larger than that of the Bilibili platform,and the video duration of the video channels was generally shorter than that of the Bilibili.For the same video content,scientific and technological journals are generally released earlier than Bilibili on the WeChat Channels;The content type,jump link and tag setting of the video all have an impact on the communication effect of the WeChat Channels,but the impact on the Bilibili platform is relatively small.