摘要：

【目的】 以中国科学院科技期刊为样本,研究科技期刊微信视频号传播现状及不同发展方向,探寻科技期刊微信视频号传播的发展策略。【方法】 调研中国科学院科技期刊开通微信视频号情况及使用微信视频号传播的内容与效果,引入WSR分析框架,剖析“多刊一号”微信视频号传播典型案例。【结果】 中国科学院科技期刊视频传播意识正在觉醒,部分刊群将微信视频号传播列为期刊新媒体布局的重要部分,主动尝试融合AI与视频,塑造新的全媒体传播矩阵。【结论】 微信视频号传播是门槛较低且高效的传播形式,有助于科技期刊提升社会效益。在推广过程中,科技期刊需充分考虑差异化、分众化、规范化与智能化设计,立足期刊实际,以丰富的传播内容为科技期刊发声,树立良好学术形象与品牌。

关键词: 科技期刊, 中国科学院, 微信视频号, 传播

Abstract:

[Purposes] Taking the scientific journals of the Chinese Academy of Sciences (CAS) as samples, this paper studies the current situation and different development directions of WeChat video channel dissemination and explores development strategies for the WeChat video channel dissemination of scientific journals. [Methods] To investigate the overall performance of CAS scientific journals' WeChat video channels, we analyzed the typical dissemination cases of multi-journal-one WeChat video channels by introducing the WSR analytic framework. [Findings] The video dissemination awareness of CAS scientific journals is awakening. Meanwhile, some journal groups consider video dissemination as a part of the new media layout of journals, and try to integrate AI and video to create a new all-media dissemination matrix. [Conclusions] WeChat video channel dissemination is an efficient form of video communication with a low threshold to improve the social benefit of scientific journals. During the promotion, scientific journals should fully consider the setting of differentiation, diversification, standardization, and intelligence, and establish a good academic image and brand in light of actual journal conditions to speak for the journals through rich dissemination contents.

Key words: Scientific journal, Chinese Academy of Sciences, WeChat video channel, Dissemination