摘要：

【目的】探讨科普期刊视频传播效果的影响因素,为我国科普期刊视频化传播实践提供参考。【方法】以入选“中国优秀科普期刊”名录的微信视频号为例,借助详尽可能性模型,通过内容分析和回归分析,从该模型的核心途径和外围途径2个方面探究了科普期刊微信视频号内容传播效果的影响因素。【结果】微信视频号内容传播效果较好的科普期刊账号呈现如下特征:视频号与微信公众号互相绑定、账号名称与期刊一致、善于利用话题标签;传播主体参与互动并不能显著提高科普期刊微信视频号内容的传播效果;时长60 s以内的、采用动画和实景拍摄方式制作的科学知识类、娱乐类横屏短视频的传播效果相对较好。【结论】科普期刊应加快微信视频号平台的布局进程,坚持“内容为王”理念,以有趣、有味的科学知识类短视频生产作为推动期刊媒体深度融合的重要载体,并通过对短视频平台的推荐规则和用户特点的充分把握,持续优化科普内容的传播效果。

关键词: 科普期刊, 视频号, 学术传播, 传播效果, 内容分析

Abstract:

[Purposes] To explore the influencing factors of the short video communication effect of popular science journals, and to provide reference for the short video operation of popular science journals in China. [Methods] Taking the WeChat channels accounts of the journals selected in the list of “China’s Excellent Popular Science Journals” as an example, with the help of the elaboration likelihood model, through content analysis and regression analysis, this paper explores the influencing factors of the dissemination effect of the contents of WeChat channels account of popular science journals from the core and peripheral routes of the model. [Findings] The study found that the video dissemination effect of the contents of WeChat channels account of popular science journals, which was bound to the WeChat public account, had the same account name as the journal, and was good at using topic tags, was better. The communication effect of contents of WeChat channels account of popular science journals can not be significantly improved by the participation of communication subjects. The dissemination effect of landscape mode short videos of scientific knowledge and entertainment produced by animation and live shooting within 60 s is relatively good. [Conclusions] Popular science journals should speed up the layout process of WeChat channels platform, adhere to the concept of “content is king”, take the production of interesting short videos of scientific knowledge as an important carrier to promote the in-depth integration of journal media, and continue to optimize the dissemination effect of popular science content by fully grasping the recommendation rules and user characteristics of the short video platform.

Key words: Popular science journals, WeChat channels, Academic communication, Communication effect, Content analysis