Abstract:

[Purposes] Based on some practices of scientific journals, this paper aims to explore the characteristics of mainstream short video platforms in the context of media convergence, and to propose operation strategies of short video platforms from the perspective of communication studies that could be applied to scientific journals, so as to help Chinese scientific journals better adapt to the era of converged media. [Methods] By taking literature review, comparative analysis, and case study, this paper systematically reviewed articles concerning with short video of current scientific journals, and compared the characteristics of three short video platforms based on existing data analysis. [Findings] Short videos are developed based on a special social context. Thus, short videos by scientific journals require agenda setting. Scientific journals need take users' uses and gratifications into account, and try to convey cultural values. Besides differences, Tik Tok, Bilibili, and WeChat Channels share some commons in five aspects: communication subject, communication content, communication channel, communication audience, and communication effect. [Conclusions] When operating short video platforms, scientific journals are suggested to: (1) cultivate professional talents—divide long articles into short clips and develop thinking pattern that is applicable for short-video making; (2) produce different contents on different platforms—make plans before taking actions so as to choose suitable platforms with a certain target; (3) widen transmission channels—arise audiences' interests and trigger deep interaction; (4) set various agenda—find more topics for short videos both from horizontal and vertical perspectives; (5) cultivate a sustainable journal culture—attach diversified labels for journals to enhance audiences' cultural recognition towards journals.

Key words: Scientific journal, Short video platform, 5W mode, Communication, New media operation, Media convergence

摘要：

【目的】 结合科技期刊实例,探索媒体融合背景下主流短视频平台的特征,并从传播学视角提出可供科技期刊实践参考的短视频平台运营策略,为我国科技期刊更好地适应融媒体时代提供路径建议。【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研究,并基于已有数据分析对比三大短视频平台的特点。【结果】 短视频基于特殊社会语境发展起来,科技期刊短视频内容需要进行议程设置,运营策略应结合受众的“使用与满足”特点,传递文化价值。抖音、B站、微信视频号在传播主体、传播内容、传播渠道、传播受众、传播效果5个方面具有共同点,也存在一定差异。【结论】 在短视频平台运营上,科技期刊应采取5个对策:传播主体专业化,即培养短视频思维;传播内容差异化,有针对性地选择平台;流量渠道纵深化,引导用户深度互动;受众分布立体化,圆心式发散议程;传播效果持久化,丰富期刊文化标签。

关键词: 科技期刊, 短视频平台, “5W”模式, 传播学, 新媒体运营, 媒体融合