学术期刊微信推送文章传播效果影响因素研究

发布时间：2019-06-19 16:38

【摘要】：【目的】试图找出影响学术期刊微信推送文章传播效果的因素,为学术期刊微信公众号的媒介融合发展提供参考。【方法】引入新闻编辑学的相关理论,采用内容分析法,以"微信传播力指数(WCI)"为标准,将排名前50%的学术期刊微信公众号和后50%的微信公众号分为A、B两组,对A、B两组的微信文章进行比较,通过t检验、卡方检验等,分析了72个学术期刊公众号中的1222篇文章。【结果】发现传播效果好的学术期刊微信公众号推送文章时使用了更灵活的多媒体手段,更重视内容的筛选和修饰。【结论】微信公众平台的推出加快了学术期刊与新媒体的融合,学术期刊应更加重视微信公众平台的发展,国家有关部门也应该出台相关政策,促进学术的现代化发展。
[Abstract]:[objective] to find out the factors that affect the communication effect of WeChat push articles in academic journals, and to provide reference for the development of media fusion of WeChat official accounts in academic journals. [methods] the relevant theories of journalism were introduced, and the WeChat official accounts of the top 50% of the academic journals were divided into two groups according to the WeChat Communication Power Index (WCI), and the WeChat official accounts of the top 50% of the academic journals were divided into two groups, A, A and A, respectively. By comparing the WeChat articles of the two groups, through t test and chi-square test, this paper analyzes 1222 articles in the official accounts of 72 academic journals. [results] it is found that the WeChat official account of the academic journal with good communication effect uses more flexible multimedia means and pays more attention to the screening and modification of the content. [conclusion] the introduction of the WeChat public platform accelerates the integration of academic journals and new media. Academic journals should pay more attention to the development of WeChat public platform, and the relevant departments of the state should also issue relevant policies to promote the development of academic modernization.
【作者单位】：大连理工大学人文与社会科学学部;
【基金】：国家社科基金项目“新媒体环境下我国科技传播生态及其评价体系构建研究”(14bxw011)
【分类号】：G206;G237.5

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