Abstract:

[Purpose] Begin w ith the communication link,we discuss the importance of academ ic periodicals'communication construction to arouse the academ ic periodicals'attention in the communication link.[Methodology] Given the problems that China's academ ic periodicals pay attention to content construction,but neglect the communication level,we propose the concept of communication power,and point out that communication power is themost important part in increasing the academ ic periodicals'soft power.The paper gives a comprehensive description of communication power construction and some policies for enhancing the communication power construction.[Findings] We propose the strategies of media convergence,improving digital standard,changing the publishingmethods,adoptingmulti-forms of content release,multi-means of propagation,the study of reader's reading behavior,setting up of academ ic media group,and opening to the outside world in all directions,etc.Some successful cases of enhancing the communication power of academic periodicals are given.[Conclusions] Academic periodicalsmust pay attention to and enhancing communication power construction so as to realize its obligation.

Key words: Academic periodicals, Communication power, Soft power, Communication media, Communication link

摘要： 目的 从传播环节出发,对学术期刊的传播力建设作有益的探讨,以引起学术期刊对传播环节的重视。 方法 针对目前我国学术期刊在出版过程中重视内容建设,而忽略了传播环节,提出传播力概念,指出传播力也是提高学术期刊软实力的重要组成部分,并对传播力建设作全面的阐述。结果 提出媒介融合、提高数字化水平、转变出版方式、采取多形态的内容发布方式、多种宣传手段、研究读者的阅读方式、建立学术期刊传媒集团、全方位实施“走出去”等加强学术期刊传播力建设的几点策略。结论 学术期刊必须关注传播环节,并加强传播力建设,才能实现更有效地传播学术研究成果的使命。

关键词: 学术期刊, 传播力, 软实力, 传播媒介, 传播环节