摘要：

【目的】 探讨科普期刊短视频平台运营的现状、问题及优化路径,为科普期刊借助短视频平台推动出版深度融合发展提供参考。【方法】 以50种优秀科普期刊为研究对象,运用文献法、网络调查法、访谈法,从账号基本情况、发布视频数量及频率、内容呈现与叙事风格、传播效果等方面,分析我国科普期刊短视频平台运营现状。【结果】 科普期刊短视频账号开通率低,短视频运营能力亟待加强;制作水平参差不齐,内容定位不够清晰;与受众互动不足,传播效果有待提高;内容分发缺乏规划,短视频营销意识不强。【结论】 科普期刊应合理构建短视频传播矩阵,提升运营能力;发挥专业优势,深耕优质内容;适应平台特点,引导用户深度互动;重视刊媒联动,推动期刊转型发展。

关键词: 科普期刊, 短视频平台, 新媒体运营

Abstract:

[Purposes] This paper aims to discuss the current situation, problems, and improvement paths of the short video platform operation for popular science journals and provide references for promoting the in-depth integration and development of publishing with the help of short video platforms. [Methods] Taking 50 excellent popular science journals as the research object and using the literature method, network investigation method, and interview method, this paper analyzed the current status of the short video platform operation for popular science journals from the aspects of basic account information, video quantity and frequency, content presentation and narrative style, and communication effect. [Findings] The opening rate of short video accounts of popular science journals is low, and the short video operation capacity is required to be strengthened. The production level of short videos is uneven, and the content positioning is not clear enough. Interaction with the audience is inadequate, and the communication effect needs to be improved. Content distribution lacks planning, and their short videos have weak marketing awareness. [Conclusions] Popular science journals should reasonably build a short video communication matrix to improve their operational capabilities, give full play to their professional advantages to cultivate high-quality content, adapt to the characteristics of the platform, guide users to interact deeply, attach importance to the linkage between publications and media, and promote the transformation and development of journals.

Key words: Popular science journal, Short video platform, New media operation