摘要：

【目的】 掌握我国科普期刊短视频传播现状,探讨科普期刊的短视频传播力提升路径。【方法】 采用典型案例梳理与综合分析结合的方式,对科普期刊在抖音、微博、微信与小红书等平台的传播情况进行观察与统计总结,呈现科普期刊的短视频传播现状与症候。【结果】 从传播力提升视角看,我国科普期刊的短视频传播效果差异化明显,虽有个别佼佼者,但总体发展偏弱。【结论】 当前我国科普期刊短视频传播力整体偏弱,未来需要延循目的导向下的内容创作、以品牌为核心制定传播计划、熟悉掌握短视频平台算法规则、聚焦“新型用户”实现动态化创作、用数据反哺短视频创作与发布,进而实现传播力的综合提升。

关键词: 科普期刊, 短视频, 传播力, 新型用户

Abstract:

[Purposes] This paper aims to investigate the current situation of short video communication of popular science journals in China and discuss methods for boosting the communication. [Methods] Through case analysis and comprehensive analysis, we statistically analyzed the communication of popular science journals on Douyin, Weibo, WeChat, and Xiaohongshu, to summarize the status quo and problems. [Findings] As for the communication power, the communication effect of short video is obviously different among journals, with strong effect for some journals and generally weak effect. [Conclusions] Given the poor communication power of short video for popular science periodicals in China, the following countermeasures are proposed: objectives-oriented content creation, brand-centered communication planning, familiarity with algorithm rules of short video platforms, dynamic creation focusing on "new users", and data feedback for short video creation and publication.

Key words: Popular science journal, Short video, Communication power, New user