Abstract:
［Purposes］ This study explores the innovative mode of new media in the content dissemination of medical scientific journals and provides colleagues in the field with operational ideas and methods for reference. ［Methods］ Using a case study approach, we took the new media of the Medical Journal of Peking Union Medical College Hospital as the research object. We discussed the successful practices of innovative multi-disciplinary team (MDT) academic content mass communication based on the MDT model in medical diagnosis and treatment from three aspects: content production team, product form, and dissemination and promotion. ［Findings］ The new media of the Medical Journal of Peking Union Medical College Hospital has formed an MDT-style content production team by integrating multidisciplinary elites, including authoritative scholars, professional editors, senior journalists, and potential authors. It has created MDT-style content products by integrating multidisciplinary technologies such as AI, audio-visual elements, graphics, and animation. Additionally, it has developed MDT-style communication and promotion channels by leveraging the advantages of various media platforms, including journals, networks, and micro-media, achieving remarkable results in exploring and practicing the academic content mass communication model. ［Conclusions］ The new media of medical scientific journals should take the initiative to innovate, focus on resource integration, and actively learn from the MDT model. This approach can facilitate the mass communication of academic content and create a favorable development situation characterized by the co-creation of content, integration of forms, and sharing of channels.
Key words:
New media,
Innovation,
Multi-disciplinary team,
Integrated development,
Co-creation of value,
Mass communication
摘要：
【目的】探索医学科技期刊新媒体在内容传播中的创新模式，为编辑同仁提供运营思路及方式借鉴。【方法】应用案例分析法，以《协和医学杂志》新媒体为研究对象，从内容生产团队、产品形态、传播推广3个方面介绍其基于医学诊疗中的多学科协作（Multi-Disciplinary Team，MDT）模式创新开展MDT式学术内容大众传播的成功实践。【结果】《协和医学杂志》新媒体融合权威学者、职业编者、资深记者、潜在作者等多学科精英，组建MDT式内容生产团队；融合AI、视听、图文、动画等多学科技术，打造MDT式内容产品形态；融合刊、网、微、媒等多媒介优势，开拓MDT式传播推广渠道，在学术内容大众传播创新模式的探索与实践中成效显著。【结论】医学科技期刊新媒体主动创新，注重融合资源，积极借鉴MDT模式，可助力学术内容大众传播，形成内容共创、形式共融、渠道共享的良好发展态势。
关键词:
新媒体,
创新,
多学科协作,
融合发展,
共创价值,
大众传播
LIU Yang, YU Mengfei, LI Na, ZHAO Na, LI Yule, HAN Xiaoning, PEI Liyu, SHI Linling. Exploration of MDT-style academic content mass communication mode through new media——A practice study of Medical Journal of Peking Union Medical College Hospital[J]. Chinese Journal of Scientific and Technical Periodicals, 2024, 35(9): 1196-1203.
刘洋, 于梦非, 李娜, 赵娜, 李玉乐, 韩晓宁, 裴力雨, 施琳玲. 新媒体创新MDT式学术内容大众传播——《协和医学杂志》的实践探索[J]. 中国科技期刊研究, 2024, 35(9): 1196-1203.