Abstract:

[Purposes] The purpose of this paper is to summarize the useful methods of new media communication in academic journals by analyzing the communication status of life science academic journals at home and abroad. [Methods] Taking six SCI-indexed journals at home and abroad as examples, this paper combined the quantitative and qualitative methods to compare and analyze the current operation of these journals on social platforms such as WeChat, Micro-Blog, Twitter, Facebook, and their official websites. [Findings] The domestic and foreign academic journals have formed an operation model that is based on the official websites of these journals and supplemented by the social media platforms. The main contents can be divided into three kinds: article introduction, forum meeting news, and personnel and other information collection. The push form of content is relatively single, and mostly is introduction plus official website links. [Conclusions] In the operation of social media, academic journals should achieve multi-dimensional differential positioning and actively construct a multi-media matrix; dig deep in contents and innovate content push forms in communication; segment users and provide customized services; and form multi-directional interaction with the audience and accumulate resources.

Key words: Academic journal, New media communication, Comparison among China and foreign countries, Enlightenment of journal operation

摘要：

【目的】 分析中外生科类学术期刊新媒体传播现状,总结可供借鉴的学术期刊新媒体传播方式和手段。【方法】 选取6种中外代表性的SCI收录期刊,采用定量与定性研究相结合的方法,对比分析各期刊的微信、微博、Twitter、Facebook等社交平台以及官方网站的运营现状。【结果】 国内外学术期刊在社交媒体平台上形成以期刊官方网站为主,社交媒体平台为辅的运营模式,运营内容主要为文章导读、论坛会议新闻、人事及其他信息集锦3种类型。生科类学术期刊的新媒体推送形式多为导读+原文官方网站链接,推送形式较为单一。【结论】 学术期刊在社交媒体平台的运营中,应该做到多角度差异化定位,积极构建多媒体矩阵;深挖传播内容,创新推送形式;细分用户,提供定制化服务;与受众形成多向互动,积极积累内容资源。

关键词: 学术期刊, 新媒体传播, 中外对比, 办刊启示