中国科技期刊研究 ›› 2023, Vol. 34 ›› Issue (4): 461-472. doi: 10.11946/cjstp.202210090758

• 数字出版 • 上一篇    下一篇

科技期刊融媒体建设现状与传播策略——以“中国科技期刊卓越行动计划”入选期刊为例

薛春璐1)()(), 王元杰1),*()(), 岳荣强2), 王应宽3)   

  1. 1) 中国农业科学院农业信息研究所,北京市海淀区中关村南大街12号 100081
    2) 新疆农业科学院农业经济与科技信息研究所,新疆维吾尔自治区乌鲁木齐市南昌路403号 830091
    3) 农业农村部规划设计研究院,中国农业工程学会,北京市朝阳区麦子店街41号 100125
  • 收稿日期:2022-10-09 修回日期:2023-02-02 出版日期:2023-04-15 发布日期:2023-05-22
  • 通讯作者:
    * 王元杰(ORCID:0000-0003-3601-4079),博士,副研究员,E-mail:
  • 作者简介:

    薛春璐(ORCID:0000-0003-1834-3688),博士,工程师,E-mail:;

    岳荣强,硕士,副编审;

    王应宽,博士,研究员。

    作者贡献声明: 薛春璐:确定选题,设计论文框架和调研内容,分析数据,撰写并修改论文; 王元杰:收集数据,修改论文; 岳荣强:收集数据; 王应宽:提出选题思路。
  • 基金资助:
    中国科学院自然科学期刊编辑研究会资助课题“科技期刊融媒体建设与传播策略”(YJH202233)

Media integration in scientific journals and strategies for communication: Taking journals included in the Excellence Action Plan for China STM Journals as examples

XUE Chunlu1)()(), WANG Yuanjie1),*()(), YUE Rongqiang2), WANG Yingkuan3)   

  1. 1) Agricultural Information Institute of Chinese Academy of Agricultural Sciences, 12 Zhongguancun South Street, Haidian District, Beijing 100081, China
    2) Institute of Agricultural Economy and Scientific Information of Xinjiang Academy of Agricultural Sciences, 403 Nanchang Road, Urumqi 830091, China
    3) Academy of Agricultural Planning and Engineering, Ministry of Agriculture and Rural Affairs, Chinese Society of Agricultural Engineering, 41 Maizidian Street, Chaoyang District, Beijing 100125, China
  • Received:2022-10-09 Revised:2023-02-02 Online:2023-04-15 Published:2023-05-22

摘要:

【目的】 分析科技期刊融媒体建设现状,提出融媒体传播策略。【方法】 以“中国科技期刊卓越行动计划”入选期刊为样本,调研期刊融媒体建设现状,抽样调研期刊新媒体发布内容和目标读者,从不同期刊类型角度分析融媒体建设情况和传播效果,总结科技期刊融媒体传播经验和存在的问题。【结果】 80%以上的样本期刊已开展融媒体建设,但传播渠道少,传播形式单一,粉丝黏性较差。有趣易懂的科普内容在新媒体上更容易被读者接受。【结论】 科技期刊融媒体建设具有潜力,期刊可利用学科特点打造优质内容,基于多种媒体格式建立多渠道融媒体传播模式,吸引读者转发、评论、点赞以进行多链条裂变传播,培养复合型数字编辑等。

关键词: 科技期刊, 融媒体, 裂变传播, 传播策略

Abstract:

[Purposes] This study analyzes the use of multimedia platforms by Chinese scientific journals and proposes the strategies for communication. [Methods] The media integration of 280 journals included in the Excellence Action Plan for China STM Journals was investigated. Sampling survey method was used to clarify the content and target readers of journals on the multimedia platforms. The media integration and communication effects of different types of journals were analyzed, and the experience of media integration and problems were summarized. [Findings] More than 80% of the journals have made use of multimedia platforms, which, however, feature limited communication channels and forms and poor subscriber stickiness. Interesting and understandable contents on popularization of sciences are favorable on new media. [Conclusions] Scientific journals should enhance media integration by publishing subject-specific quality content, establishing multiple communication channels based on multiple media formats, encouraging readers to forward, comment, and praise the content, and cultivating inter-disciplinary digital editors.

Key words: Scientific journal, Media integration, Fission propagation, Communication strategy