Abstract:

［Purposes］ This study aims to understand the current status of WeChat video account dissemination for Chinese scientific journals in Excellent Action Plan for China's Scientific Journals, to analyze their dissemination characteristics and operational conditions, and to provide a reference for the new media development of Chinese scientific journals. ［Methods］ We focused on the Chinese scientific journals selected in the Excellent Action Plan for China's Scientific Journals, using the Qingbo Index as a research tool. The WeChat Video Accounts Clout Index was extracted to analyze the operation and performance of these accounts and to explore the dissemination effect and capability of short videos. ［Findings］ Based on data analysis and case study, it is found that Chinese scientific journals have realized the importance of using short video platforms for journal promotion, publicity, and brand building. However, the overall number of video posts on journal video accounts remains low, and their dissemination scope is limited. Content selection and planning tend to be traditional, and most journals have not yet combined the advantages of new media with journal positioning and professional characteristics. ［Conclusions］ Chinese scientific journals should focus on the development of short video platforms, increase investment in video-based media, define their content positioning, give full play to professional characteristics, enhance service capabilities, and expand their target audiences.

Key words: Chinese scientific journal, WeChat video account, Social media, Communication effectiveness

摘要：

【目的】了解“中国科技期刊卓越行动计划”入选中文科技期刊微信视频号传播现状，分析其传播特点与运营情况，为中文科技期刊新媒体建设提供借鉴。【方法】以“中国科技期刊卓越行动计划”入选中文科技期刊为研究对象，以清博指数为研究工具，通过提取期刊微信视频号传播力指数，分析我国中文科技期刊微信视频号运营情况，探讨短视频传播效果与能力。【结果】结合数据分析与典型案例调研，得出：中文科技期刊已经意识到通过短视频平台进行期刊宣传、推广和品牌塑造的重要性；发布的作品总量整体不高、传播范围有限；内容选题和策划比较传统，大多数期刊没有结合新媒体优势、期刊定位和专业特色进行主题策划。【结论】中文科技期刊应重视短视频平台的建设，加大对视频类媒体平台的布局与投入力度，明确内容定位，发挥专业特色，提高服务能力，拓宽服务对象范围。

关键词: 中文科技期刊, 微信视频号, 社交媒体, 传播力