摘要：

【目的】 对我国常用视频媒介平台的科技期刊论文短视频进行评价,为提升学术短视频质量、促进科技期刊论文进行短视频传播提供参考。【方法】 在利用问卷调查法了解受众对科技期刊论文短视频的观看体验与偏好的基础上,结合科技期刊论文传播要求与短视频的制作与评价要素,构建科技期刊论文短视频评价指标体系,并利用层次分析法进行指标权重赋值,构建科技期刊论文短视频评价模型。应用该模型对科技期刊论文短视频进行实证评价。【结果】 科技期刊论文短视频评价体系包含内容制作、整体效果、视频要素、传播渠道4个维度,对应17个评价指标。其中,视频标题、配乐、色彩、封面、解说等指标是受众观看科技期刊论文短视频的主要影响因素。4种科技期刊论文短视频制作模式综合得分从高到低依次为:论文讲述式(3.96)、动画式(3.42)、实验分享式(3.16)、作者自述式(3.00)。【结论】 论文讲述式是目前科技期刊论文短视频综合评价中平均得分最高的模式,制作较简单且视频要素完善,值得期刊在传播实践过程中多加采用。动画式短视频虽然制作难度较大,对论文内容有选择性,但观感与传播效果好,值得内容适合的科技期刊尝试采用。提出借鉴优秀知识类短视频经验,发挥内容优势,完善传播矩阵,提高相关人员新媒体传播意识等促进科技期刊论文视频化传播的建议。

关键词: 科技期刊论文, 短视频, 评价体系, 层次分析法, 问卷调查法

Abstract:

[Purposes] The short videos of scientific journal papers on China's commonly used video media platforms are evaluated to provide a reference for improving the quality of academic short videos and promoting scientific journal papers for short video dissemination. [Methods] On the basis of using the questionnaire survey method to understand the audience's viewing habits and preferences for short videos of scientific journal papers, combined with the dissemination requirements of scientific journal papers and the production and evaluation elements of short videos, this paper constructed the short video evaluation index system of scientific journal papers and used the analytic hierarchy process to assign weights to the index. A video evaluation model for scientific journal papers was constructed to comprehensively evaluate short videos of scientific journal papers. [Findings] The short video evaluation system for scientific journal papers includes four levels: content production, overall effect, video elements, and communication channels, corresponding to 17 evaluation indexes, among which video title, soundtrack, color, cover, and commentary are the main factors affecting the viewing of video of scientific journal papers. The comprehensive scores of the four video production mode of scientific journal papers from high to low are as follows: presentation (3.96), animation (3.42), experiment sharing (3.16), and author self-narration (3.00). [Conclusions] The presentation mode is currently the mode with the highest average score in the comprehensive evaluation of short videos of scientific journal papers, which is relatively simple to produce and possess complete video elements. This mode is worthy of being adopted by journals in the process of dissemination practice. Although animation short videos are difficult to produce and are selective for the content of the paper, they possess a good viewing impression and dissemination effect and are worth trying for scientific journals with suitable content. It is proposed to learn from the excellent short video cases of knowledge class, exert the content advantages, and improve the communication matrix and enhance the awareness of new media communication of relevant personnel, so as to promote the video dissemination of scientific journal papers.

Key words: Scientific journal paper, Short video, Evaluation system, Analytic hierarchy process, Questionnaire survey method