中国科技期刊研究 ›› 2024, Vol. 35 ›› Issue (4): 466-475. doi: 10.11946/cjstp.202311210931

• 数字出版 • 上一篇    下一篇

科普期刊微信短视频传播效果影响因素研究

张兰()()   

  1. 南昌工程学院人文与艺术学院,江西省南昌市高新区天祥大道289号 330099
  • 收稿日期:2023-11-21 修回日期:2024-02-23 出版日期:2024-04-15 发布日期:2024-05-11
  • 作者简介:

    张兰(ORCID:0000-0002-6582-0820),博士,副教授,硕士生导师,E-mail:

Study on factors influencing dissemination effect of WeChat short videos in popular science journals

ZHANG Lan()()   

  1. School of Humanities & Arts, Nanchang Institute of Technology, 289 Tianxiang Avenue, Gaoxin District, Nanchang 330099, China
  • Received:2023-11-21 Revised:2024-02-23 Online:2024-04-15 Published:2024-05-11

摘要:

【目的】 探究科普期刊微信短视频传播效果的影响因素,为科普期刊借助微信短视频有效开展科学传播并提升自身影响力提供参考。【方法】 以精细加工可能性模型为理论框架,对22种中国优秀科普期刊在微信视频号发布的762条短视频进行实证分析。【结果】 主题、标题技巧、呈现形式、背景音乐、信源吸引力对科普期刊微信短视频传播效果具有显著影响,而短视频时长、信源专业性和信源可信度对传播效果没有显著影响。此外,科普期刊所在地域不具有调节效应,月均发布视频数和新媒体平台数具有调节效应。【结论】 科普期刊应选择接地气、贴近用户生活的微信短视频主题;制定吸睛的标题以引起用户注意,综合运用动画、图片、解说等元素并合理加入背景音乐,增强观看体验;勇担科普重任,推出有吸引力的科普主讲人;勤于经营,搭建新媒体传播矩阵。

关键词: 精细加工可能性模型, 科普期刊, 微信短视频, 传播效果

Abstract:

[Purposes] This paper aims to explore the factors influencing the dissemination effect of WeChat short videos in popular science journals, so as to provide references for popular science journals to effectively spread science and enhance their influence with the help of WeChat short videos. [Methods] The elaboration likelihood model was employed as the theoretical framework, and an empirical analysis was conducted on 762 WeChat short videos from 22 outstanding popular science journals in China. [Findings] Several factors significantly influence the dissemination effect of WeChat short videos in popular science journals, including themes, title techniques, presentation form, background music, and attraction of information sources. However, short video duration, as well as the professionalism and credibility of information sources has no significant impact on the dissemination effect. In addition, the location of popular science journals has no regulating effect, and the average number of videos published per month and the number of new media platforms have a regulating effect. [Conclusions] Popular science journals should select WeChat short video themes that are closely related to the audience's daily lives, make?attractive titles to attract user's attention, employ multiple elements such as animation, images, and commentary, and add reasonable background music to enhance the video-watching experience. Meanwhile, popular science journals should take on the responsibility of science popularization, recommend attractive disseminators, and be diligent in the operations to build a new media dissemination matrix.

Key words: Elaboration likelihood model, Popular science journal, WeChat short video, Dissemination effect