学术社交媒体传播内容比较及其对期刊新媒体运营的启示

【目的】 对专业性期刊与综合性学术社交媒体的传播内容与运营策略进行对比分析,提出学术期刊新媒体运营的建议。 【方法】 以20个专业性期刊公众号与20个综合性学术公众号为分析对象,通过内容分析法对其发布的2845篇推文进行质性分析。 【结果】 综合性学术公众号的微信传播指数普遍高于专业性期刊公众号;二者关于论文、学术活动、增值服务3个一级类目的传播内容相似,但二级类目和三级类目的传播内容各有差异;专业性期刊公众号以纸刊论文内容传播为主,服务模式较为单一;综合性学术公众号侧重于目标群体共同关注的热点议题传播,所提供的增值服务产业链更为完善。 【结论】 借鉴综合性学术公众号深挖社交媒体传播的特性,提出知识重组,打造专业内容传播新模式;利用技术赋能,加强学术知识服务与互动;通过学术媒体深度融合,构建多层联动协同传播的建议。

Communication content of academic social media and its enlightenment for the new media operation of academic journals

[Purposes] This paper analyzes the social media of academic journals and comprehensive academic social media in terms of communication content and operation strategy, which is expected to provide reference for the new media operation of academic journals. [Methods] We studied the WeChat official accounts of 20 academic journals (referred as professional accounts) and 20 comprehensive academic groups or individuals (referred as comprehensive accounts), and then analyzed the content of 2845 articles they published. [Findings] The WeChat communication indexes of comprehensive accounts are generally higher than those of professional accounts. The two types of accounts are similar in three primary categories, i.e., papers, academic activities, and value-added services, but have different communication content in the secondary and tertiary categories. Professional accounts mainly disseminate their academic papers in a single service mode, while comprehensive accounts focus on disseminating current hot topics to the target groups, with a mature industry chain of value-added services. [Conclusions] Drawing on the characteristics of comprehensive accounts in social media communication, we suggest knowledge reorganization to build a new mode of professional content dissemination. Media technologies can be utilized to strengthen academic knowledge service and interaction, and multi-layer linkage and coordinated communication can be realized by academic media integration.