微信推广对学术论文传播效果的影响——以新闻传播类学术期刊为例

目的 通过考察学术论文经微信推广与否在知网下载量上的差异,探讨微信推广对学术论文传播效果的影响。方法 调查15种新闻传播类学术期刊2015—2019年发表的“媒介融合”“媒体融合”主题的论文在微信和中国知网上的传播情况,运用描述性统计分析、对比分析、独立样本 t检验等方法,分析学术论文经微信推广与否在知网下载量上的差异。结果 微信推广对学术论文的传播存在学科差异;经微信推广的学术论文知网下载情况较好,表明其传播效果更理想;微信推广对同一作者论文的传播效果不显著。结论 学术期刊应加大微信推广力度,同时要重视学科差异,针对不同的学科“量身定制”符合其学科特色的微信推广方案。

Influence of WeChat promotion on communication effects of academic papers: Taking the academic journals of news communication as examples

[Purposes] By investigating the difference in the download amount on CNKI for academic papers whether pushed by WeChat or not, we explore the influence of WeChat on communication effects of academic papers. [Methods] We investigated the communication effects of papers on the topic of media convergence published in 15 journals from 2015 to 2019 on WeChat and CNKI, and used the descriptive statistical analysis, comparative analysis, and independent sample t test to analyze the differential performance of academic papers whether pushed by WeChat or not. [Findings] WeChat promotion has disciplinary differences in the communication of academic papers; academic papers pushed via WeChat platforms have better download situation on CNKI than those not pushed via WeChat platforms, indicating that their communication effect is more ideal; and WeChat promotion has no significant effect on the communication of papers for the same author. [Conclusions] Academic journals should increase the promotion of WeChat, and at the same time, they should pay attention to the differences in disciplines and tailor-made WeChat push programs that meet the characteristics of different disciplines.