Abstract:

[Purposes] This study explores the operation characteristics and dissemination effectiveness of Chinese social science journals on domestic and international short video platforms, and proposes specific strategies for optimizing platform operations and enhancing dissemination effectiveness. [Methods] We collected data on the operation of representative Chinese social science journals on platforms including Douyin, WeChat video channels, X, and YouTube through online searches, observations, and interviews. We analyzed the operational characteristics and influencing factors of these accounts based on the GSIPS model. [Findings] Operating on short video platforms can help expand dissemination channels, reach a broader audience, and enhance the dissemination effectiveness of social science journals. Although an increasing number of social science journals have registered and are actively managing their accounts on short video platforms, the overall effectiveness varies, facing challenges related to motivation, attractiveness, authority, interactivity, unity, and coordination. [Conclusions] We should verify official accounts, diversify dissemination formats, shape brand identity, build academic communities, provide value-added content services, and optimize diverse dissemination strategies to achieve the professional, diverse, and integrated development of social science academic journals on short video platforms.

Key words: Social science journal, Short video platforms, Operation characteristics, Development strategies

摘要：

【目的】 探究我国社科学术期刊国内外短视频平台的运营特征、传播效果,提出优化平台运营、提升传播效果的具体策略。【方法】 采用网络检索、观察访谈等方式获取我国代表性社科学术期刊在抖音、微信视频号、X、YouTube的运营数据,并基于GSIPS模型分析运营特征及影响因素。【结果】 短视频平台运营有助于拓展传播途径、扩大受众群体、提高传播效果,越来越多的社科学术期刊开通并运营短视频平台,但总体效果参差不齐,在整体上面临驱动力、吸引力、权威性、交互性、凝聚力、协同性等方面的问题。【结论】 通过认证官方账号、丰富传播形式、塑造品牌形象、搭建学术社区、增值内容服务、优化多元传播,实现社科学术期刊短视频平台运营的专业化、多样化、融合化发展。

关键词: 社科学术期刊, 短视频平台, 运营特征, 发展策略