国际顶级科技期刊学术短视频运营模式分析及启示

【目的】 分析国际顶级科技期刊的学术短视频运营模式,为我国科技期刊的学术短视频运营提供借鉴。【方法】 采取个案分析与内容分析的研究方法,对Nature、Science、Cell 3种国际权威科技期刊的学术短视频进行调查分析,总结国际顶级科技期刊的短视频生产与运营规律。【结果】 科技期刊通过稳定持续的信息传播、富有创意的内容包装、跨媒体矩阵组合、社群化的学术短视频运营方式,满足受众获取信息的需求,提升科技期刊的学术传播能力。【结论】 我国科技期刊的学术短视频运营需坚持用户导向原则,以优质内容为核心,采取创新表现形式提升传播能力,重视学术媒体的融合出版,构建跨媒体学术传播矩阵,利用科技期刊的品牌优势,推进短视频学术社区建设。

Analysis and enlightenment of operation mode of academic short videos of top international scientific journals

Purposes] This paper analyzes the operation mode of academic short videos of top international scientific journals, which is expected to provide a reference for the short video operation of Chinese scientific journals. Methods] With the methods of case analysis and content analysis, the academic short videos of three international authoritative scientific journals Nature, Science, and Cell were investigated and analyzed and the short video production and operation rules were summarized. Findings] Through sustained video production, creative content packaging, combination of diverse media, and academic community, scientific journals satisfy the needs of users for information acquisition and improve the dissemination capability. Conclusions] In the operation of academic short videos, Chinese scientific journals should adhere to the user-oriented principle, give high priority to content, adopt innovative expressions to enhance communication ability, attach importance to the integration of new media, build a cross-media communication matrix, and make full use of the brand advantages, to promote the construction of short video academic communities.