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