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。

关键词: 学术期刊, 微信文章, 传播效果

Abstract:

[Purposes] This paper aims to find out the influencing factors of communication effects about the articles of academic journals on WeChat in order to provide a reference for the development of media convergence of WeChat subscriptions.[Methods] By use of content analysis methods and based on WCI, the articles of top 50% academic journals and bottom 50% on WeChat were compared by T test and Chi square test. Top 50% academic journals and the bottom 50% were divided into two groups which named A and B. The total number of articles was 1222.[Findings] The WeChat subscriptions which have good communication effects use the more flexible multimedia means and pay attention to the selection of the contents. [Conclusions] Academic journals should pay more attention to the development of WeChat public platform to improve the influence of publications by use of new media.

Key words: Academic journals, WeChat articles, Communication effects