摘要：

【目的】 通过建立以阅读效果为导向的阅读引导模式,提高学术期刊微信内容传播质量。【方法】 基于认知理论对学术移动阅读理解的认知过程进行阐释,在此基础上,以具代表性的11个高微信传播力中文科技期刊公众号的278篇原创性推文为例,分析其阅读引导策略及存在问题,继而提出构建以阅读效果为导向的移动阅读引导模式。【结果】 具有良好阅读效果的学术移动阅读涉及具体阅读目标确立、重要内容注意加工和情境模型建构等主要认知环节,样本期刊尚未形成相应的阅读引导策略。可构建包含目标引导、视觉引导和要义引导的阅读引导模式,提升科研读者的学术移动阅读效果。【结论】 改变学术传播理念,从追求阅读量转向提升阅读效果,对于提升学术期刊移动传播质量具有积极意义。

关键词: 学术移动阅读, 内容传播, 阅读效果, 阅读引导

Abstract:

[Purposes] This paper aims to improve the communication quality of WeChat content of academic journals by establishing a reading guidance mode based on reading effect. [Methods] Based on the cognitive theory, the cognitive process of academic mobile reading comprehension was explained. On this basis, 278 original tweets of 11 representative Chinese scientific journal accounts with high WeChat communication power were taken as examples to analyze their strategies and problems of reading guidance, thereby proposing to construct a reading guidance mode based on reading effect. [Findings] The academic mobile reading with good reading effect involves the establishment of specific reading objectives, attention processing of important content, and construction of situational models. The sample journals have not yet formed corresponding strategies for reading guidance. A reading guidance mode including objective guidance, visual guidance, and meaning guidance can be constructed to improve the academic mobile reading effect of scientific research readers. [Conclusions] Changing the concept of academic communication, from the pursuit of reading quantity to the improvement of reading effect, has positive significance for improving the quality of mobile communication of academic journals.

Key words: Academic mobile reading, Content dissemination, Reading effect, Reading guidance