科技期刊直播内容深度挖掘与持续化传播策略——以《中国图象图形学报》图图Seminar学术公益直播实践为例

Strategies for deep mining and sustained dissemination of live content in sci-tech journals:taking the practice of Journal of Image and Graphics“JIG Seminar”as an example

信息技术与移动互联网的快速发展,促使学术直播成为数字时代科技期刊探索媒体深度融合出版的新形式。本文围绕《中国图象图形学报》图图Seminar学术公益直播实践,采用问卷调查、重点用户访谈、数据分析等形式分析直播受众需求,总结直播内容,深度挖掘直播策略:选题策划瞄准学科前沿,内容安排契合科研链条上不同受众的主体需求;探析学术直播持续化传播路径:借助全媒体平台和私域流量池广泛宣传推广,建立“回放长视频-短视频-微信订阅号推文-期刊论文”的跨媒介内容传播链条。实践证明,科技期刊开展学术直播探索对于拓宽传播渠道、提升出版质量、增强用户黏性、塑造期刊品牌具有重要意义。

The rapid development of information technology and mobile Internet has promoted academic live broadcast to become a new form of exploring the deep integration of media and publication for scientific journals in the digital age.This paper focuses on the practice of the academic public welfare live broadcast platform“JIG Seminar”run by the Journal of Image and Graphics,and analyzes the need from the audience through questionnaire surveys,key user interviews,and data analysis.In addition,this study summarizes strategies for live content deep minning,including topic planning targeting the frontiers of the field,and content arrangement meeting the primary needs of different audiences in scientific research chain.Furthermore,this paper explores the sustainable dissemination pathways of academic live broadcast:leveraging all-media platforms and private traffic pools for extensive promotion,and establishing a cross-media content dissemination chain of“long video replays-short videos-WeChat articles-journal articles”.Practice has proved that it is valuable for a scientific journal to run an academic live broadcast platform,which is of significant importance for expanding communication channels,improving publishing quality,enhancing user stickiness,and shaping the journal brand.