摘要：

【目的】 全面展现我国科技期刊B站传播现状,探索提升科技期刊短视频平台传播效果的有效策略。【方法】 以《中文核心期刊要目总览(2020年版)》中的科技期刊为实证样本,通过网络调查法深度剖析16个科技期刊B站号的基本情况,并对视频内容传播效果进行综合测算和深入分析,挖掘高传播效果指数视频的内在特征。【结果】 科技期刊B站号开通和认证数量少、运营能力有待提高;视频内容以学术活动类为主,呈现形式相对单一;选题具有创意且视角独特,紧跟时事并能与用户进行即时互动的视频传播效果更好。【结论】 科技期刊需要明确账号定位与运营模式,科学布局B站;挖掘优质资源,凭内容“征服”用户;引导用户与期刊“深互动”,助力传播效果最大化。

关键词: 科技期刊, 传播效果, 短视频平台

Abstract:

[Purposes] This paper aims to present the dissemination of Chinese scientific journals on bilibili and explore strategies to improve the dissemination on short video platforms. [Methods] Among the scientific journals included in A Guide to the Core Journal of China (2020), 16 were selected and the communication on bilibili was probed through network research. In addition, the communication effect of relevant videos was measured and analyzed with a view to exploring the characteristics of videos with high communication effect index. [Findings] A few Chinese scientific journals have official accounts on bilibili with generally low operation ability. In addition, the videos of 16 scientific journals accounts are mainly about academic activities and most videos are presented in a single format. Videos with creative topics, unique perspectives, current events, and immediate feedback and interaction with users have better communication effect. [Conclusions] Chinese scientific journals should clarify account positioning and operation mode to arrange bilibili account scientifically, look for high-quality resources to attract users, and guide users to deeply interact with journals to maximize the communication effect.

Key words: Scientific journal, Communication effect, Short video platform