中国科技期刊研究 ›› 2015, Vol. 26 ›› Issue (5): 493-498.doi: 10.11946/cjstp.201501300123

• 评价与分析 • 上一篇    下一篇

《中国国家地理》新浪微博传播效应分析

柴玥1,金保德1,杨中楷2   

  1. 1. 大连理工大学人文学部,辽宁省大连市凌工路2号 116024
    2. 大连理工大学科学学与科技管理研究所,辽宁省大连市凌工路2号 116024
  • 收稿日期:2015-01-30 修回日期:2015-04-01 出版日期:2015-05-15 发布日期:2015-05-15
  • 作者简介:柴玥(ORCID:0000-0002-4923-898X),讲师,E-mail: chaiyue@dlut.edu.cn
  • 基金资助:
    中央高校基本科研业务费专项资金资助“我国iPad报纸盈利模式创新研究”(项目编号:DUT13RW403)

An analysis on the communication effect of Sina'sm icro-blog of Chinese National Geography

CHAI Yue1,JIN Baode1,YANG Zhongkai2   

  1. 1. Facu1ty of Humanities and Socia1 Sciences, Da1ian University of Techno1ogy, 2 Linggong Road, Da1ian, Liaoning, Da1ian 116085, China
    2. Institute of Science Studies and S&TManagement.Da1ian University of Techno1ogy,2 Linggong Road,Da1ian Liaoning, Da1ian 116085,China;
  • Received:2015-01-30 Revised:2015-04-01 Online:2015-05-15 Published:2015-05-15

摘要: 目的 提升科普期刊的微博传播效应。方法 统计分析《中国国家地理》新浪官方微博4年间(2009.9.22-2013.9.21)的6882条微博内容及相关信息,并使用北大PKUVIS软件对微博传播个案进行可视化分析。结果 《中国国家地理》微博出版已形成一定规模,具备相对稳定的格局和固定的受众群体;传播呈现出多元中心效应,实现多层级深度长效传播;微博链接产生信息自我增强效应,并逐渐脱胎于网站内容移植,形成独立出版机制;微博集成资源,推动了期刊品牌一体化发展。结论 科普期刊与微博新媒体的融合可以提升科学传播效应,微博在传播范围、传播效果、品牌扩散方面具有媒介优势,能促进科普期刊的良性发展。

关键词: 《中国国家地理》, 微博, 科普期刊, 传播效应

Abstract:

[Purpose] This paper aims at promoting the communication effect of popu1ar science periodica1s'micro-b1ogs.[Methodology] This paper statistica11y ana1yzes the 6882 m icro-b1ogs'contents and re1ated information in 4 years(2009.9.22-2013.9.21) of the Chinese Nationa1 Geography's officia1m icro-b1og in Sina, using the PKUVIS software to visua1ize the communication case of them icro-b1og.[Findings] Chinese National Geography's micro-b1og has formed a certain sca1e w ith a re1ative1y stab1e pattern and fixed audience in m icro-b1og's pub1ishing.There is a mu1tivariate center spread effect which has achieved 1ong-term mu1ti-tiered depth of communication;the 1inks of micro-b1ogs make the information create se1f-reinforcing effects.Gradua11y,the 1inks ofm icro-b1ogs form an independent pub1ishing mechanism based on a content transp1antation.M icrob1ogs integrate resources to promote the deve1opment of periodica1 brand integration.[Conclusions] Popu1ar science periodica1s integrated w ith the micro-b1og new media can promote scientific communication effect.M icro-b1ogs have advantages in the transmission range,communication effects and brand spread to promote the hea1thy deve1opment of popu1ar science periodica1s.

Key words: Chinese National Geography, M icro-b1og, Popu1ar science periodica1, Communication effect