摘要：
【目的】 从科技期刊实践出发,经由多模态话语分析,得出科技期刊短视频的若干视觉说服策略。以期在媒体融合的大背景下,为科技期刊借助短视频开展更科学、传播力更强的知识服务提供理论参考和方法借鉴。【方法】 采用文献调研法、对比分析法、案例分析法等对当前科技期刊短视频相关的文献进行系统综述,借助传播学相关理论,基于图像、声音、发布时间、时长等模态,对中国科技期刊卓越行动计划领军期刊、重点期刊及梯队期刊的微信视频号短视频开展话语分析,得出科技期刊短视频的视觉说服策略。【结果】 科技期刊微信视频号的短视频传播效果受图像内容、声音、发布时间、时长等因素影响。【结论】 科技期刊要更好地借助短视频达成视觉说服效果,应以内容为本,提升短视频的叙事性;由浅入深,增强视觉信息的可读性;多模态兼具,助力短视频有效传播;推动社交圈层推荐,由私域流量触发公域流量。
关键词:
科技期刊,
短视频,
多模态话语分析,
视觉说服,
传播学
Abstract:
[Purposes] Based on the practice of scientific journals, some visual persuasion strategies of short videos of scientific journals are obtained through multimodal discourse analysis. In the context of media convergence, it is expected to provide theoretical and method references for scientific journals to carry out more scientific and communicative knowledge services with short videos. [Methods] By literature review, comparative analysis, and case study, this paper systematically reviewed the literature concerning short videos of current scientific journals. Under the guidance of communication theories and based on modalities such as image, audio, release time, and duration, this paper conducted discourse analysis on WeChat short videos of leading journals, key journals, and echelon journals listed in the Excellence Action Plan for China's STM Journals and obtained visual persuasion strategies for short videos of scientific journals. [Findings] The communication effect of WeChat short videos of scientific journals is influenced by the image content, audio, release time, and duration. [Conclusions] To improve the effect of visual persuasion through short videos, scientific journals should focus on content to enhance the narrativity of short videos, go from the easy to the difficult content to increase the readability of visual information, pay attention to the multimodality of short videos to enhance the communication ability, and stimulate promotion among WeChat friends to trigger wider publicity by the platform.
Key words:
Scientific journal,
Short video,
Multimodal discourse analysis,
Visual persuasion,
Communication
欧梨成, 张腾之, 刘越, 陈培颖. 科技期刊短视频的多模态话语分析及视觉说服策略研究——以中国科技期刊卓越行动计划入选期刊为例[J]. 中国科技期刊研究, 2023, 34(11): 1494-1501.
OU Licheng, ZHANG Tengzhi, LIU Yue, CHEN Peiying. Multimodal discourse analysis and visual persuasion strategy of short videos of scientific journals: A case study on journals listed in Excellence Action Plan for China's STM Journals[J]. Chinese Journal of Scientific and Technical Periodicals, 2023, 34(11): 1494-1501.