媒体融合背景下我国科技期刊B站传播现状与提升策略研究

【目的】 调研我国科技期刊在B站的传播实践现状,分析当前实践中存在的问题并提出应对之策,为我国科技期刊科学布局B站、提升期刊影响力提供借鉴。【方法】 利用网络调查法,深度剖析21个科技期刊B站账号的基本情况、发布频率、内容主题特征及传播指数。【结果】 21个科技期刊B站账号布局存在以下特点:账号命名规范,但认证数量较少;视频作品数量差异明显,更新频率整体偏低,部分期刊作品发布缺乏持续性;视频内容以直播录屏形式的讲座/报告/研讨和成果分享为主;整体的传播指数偏低。【结论】 我国科技期刊需重视圈层网站传播、主动布局B站,开展多样化选题策划、满足专业需求,强化科普服务理念、推动公众科普,抓住B站传播特点、增强用户黏性,以提升学术期刊社交媒体传播效果,扩大期刊社会影响力。

Dissemination of Chinese scientific journals on Bilibili in the era of media convergence and improvement strategies

Purposes] This paper aims to investigate the status quo of Chinese scientific journals on Bilibili, analyze the problems, and propose countermeasures, which is expected to promote the development of scientific journals via Bilibili and improve their impact. Methods] Through network research, we analyzed the basic situation, publication frequency, content, and communication indexes of 21 scientific journals on Bilibili. Findings] Most of the 21 scientific journals have standardized accounts on Bilibili, but only a few have been authenticated. The number of videos on Bilibili is obviously different among journals and the overall update frequency is low. Moreover, some journals suspend the updating. The videos are mainly about lectures/reports/seminars/research outcomes in the form of live screen recording. The overall communication indexes are low. Conclusions] Chinese scientific journals should emphasize the dissemination in related circles on websites, particularly the Bilibili, diversify topics to meet professional needs of users, highlight science popularization to publish content in the popular science style, and enhance user loyalty via the communication characteristics of Bilibili, thereby expanding the communication on social media and improve social influence.