中国科技期刊研究 ›› 2022, Vol. 33 ›› Issue (2): 200-208. doi: 10.11946/cjstp.202111040858

• 数字出版 • 上一篇    下一篇

媒介可供性视角下医学期刊新媒体传播的创新实践研究——基于8种中外期刊的对比分析

武文颖(), 朱金德, 梁路, 王艺璇   

  1. 大连理工大学人文与社会科学学部,辽宁省大连市甘井子区凌工路2号 116024
  • 收稿日期:2021-11-04 修回日期:2021-12-27 出版日期:2022-02-15 发布日期:2022-02-15
  • 作者简介:武文颖(ORCID:0000-0002-3684-5764),博士,教授,博士生导师,E-mail: xinwen2004@163.com;|朱金德,博士研究生;|梁 路,硕士研究生;|王艺璇,硕士研究生。
  • 基金资助:
    辽宁省社会科学规划基金重点项目“汉语国际教育新媒体平台的传播力评估与优化路径研究”(L21AXW002)

Innovative practical research of new media communication of medical journals from the perspective of media affordance: A comparative analysis of eight Chinese and foreign journals

WU Wenying(), ZHU Jinde, LIANG Lu, WANG Yixuan   

  1. Faculty of Humanities and Social Sciences, Dalian University of Technology, 2 Linggong Road, Ganjingzi District, Dalian 116024, China
  • Received:2021-11-04 Revised:2021-12-27 Online:2022-02-15 Published:2022-02-15

摘要:

【目的】 分析国内外医学期刊新媒体传播现状,探索提升国内医学期刊新媒体传播水平的策略。【方法】 通过文献调研,结合媒介可供性理论,以国际四大医学期刊为主体,以国内4种医学期刊为参照,在对比研究的基础上分析医学期刊新媒体实践情况。【结果】 国内医学期刊新媒体传播渠道略显单一,内容缺少示意传情的情感元素,与用户缺乏有效的互动交流和双向沟通,内容契合移动传播特性的程度不够,传播适配移动端的兼容性有待提升。【结论】 为了提高新媒体传播能力,医学期刊要灵活把握媒介融合发展规律,充分发掘技术潜能,从完善新媒体矩阵建设体系、内容融入共情共意传播理念、扩大与用户互动交流渠道以及紧跟移动传播发展趋势等多方面、多角度、多领域综合推进新媒体实践创新。

关键词: 媒介可供性, 医学期刊, 新媒体实践, 传播创新

Abstract:

[Purposes] This study aims to analyze the current situation of new media communication of medical journals in China and abroad, and explore the strategies to improve the level of new media communication of Chinese medical journals. [Methods] Through literature research, this study used the theory of media affordance, with four major international medical journals as the main body and four Chinese medical journals as the reference. Furthermore, the practice of new media in medical journals was analyzed based on comparative research. [Findings] The new media communication channel of Chinese medical journals is slightly single, and the content lacks emotional elements to convey emotion, causing ineffective interactive communication and two-way communication with users. The content is not in line with the characteristics of mobile communication, and the compatibility of communication with mobile terminals needs to be improved. [Conclusions] To improve the communication of new media, medical journals should flexibly grasp the development law of media integration, fully explore the technical potential, and comprehensively promote the practice and innovation of new media from many aspects, angles, and fields. A wide range of measures can be taken, such as improving the construction system of new media matrix, integrating the content into the concept of empathy and consensus communication, expanding the channels of interaction and communication with users, and following the development trend of mobile communication.

Key words: Media affordance, Medical journal, New media practice, Communication innovation