移动互联网背景下科技期刊传播力提升策略:基于5W模式的研究

【目的】 从传播的全流程出发思考科技期刊在移动互联网背景下的传播力问题,为科技期刊提升传播力提供对策建议。【方法】 基于拉斯韦尔5W传播模式,从传播者、传播渠道、传播内容、传播对象、传播效果五个方面对科技期刊传播力提升策略进行研究。【结果】 在移动互联网背景下,科技期刊传播活动包括专业传播和大众传播两个方面,二者存在辩证统一的关系。【结论】 科技期刊应树立“用户思维”,针对不同传播对象明确传播效果的衡量标准,培养“复合型”编辑人才、搭建作者社群,利用多种传播渠道形成立体化传播格局。

Strategies to enhance the communication power of scientific journals under the background of mobile internet: Based on the research of 5W mode

Purposes] From the perspective of the whole process of communication, this paper considers the communication power of scientific journals under the background of mobile internet, and provides countermeasures and suggestions for scientific journals to improve their communication power. Methods] Based on Lasswell's 5W communication model, this paper studied the countermeasures to improve the communication power of scientific journals from five aspects: communicators, channels, contents, objects, and effects. Findings] Under the background of mobile internet, the communication activities of scientific journals include two aspects: professional communication and mass communication, which are dialectically unified. Conclusions] Scientific journals should set up the user thinking, determine standard of communication effectiveness according to different objects, cultivate compound editors, build author communities, and form a three-dimensional communication pattern through various communication channels.