摘要
[目的]了解我国科普期刊抖音号传播现状,分析科普期刊抖音号传播特点.[方法]运用网络调研的方法,获取科普期刊抖音号传播数据;通过对典型案例进行内容分析,总结科普期刊抖音号的传播特点.[结果]我国科普期刊抖音号建设不足,开通率有限,科普期刊在抖音号运营和影响力方面差异显著.在主题上,紧密围绕期刊的宗旨定位组织内容生产;在品牌上,打造特定人物,增加互动;在形式上,通过系列短视频推广内容,形成持续的影响力;在表达上,利用亲切的网络用语和表达句式,增强趣味性;在传播上,形成新媒体矩阵,协同增强传播效果.[结论]科普期刊作为普及科学知识的重要载体,应顺应短视频发展的趋势,掌握传播的特点和规律,借此更好地推动科普内容建设和提升期刊影响力.
Abstract
[Purposes]This study aims to understand the current state of dissemination of popular science journals on TikTok in China and to analyze the characteristics of their dissemination.[Methods]We obtained data related to the dissemination of popular science journals'TikTok accounts through online research.We performed content analysis on specific cases to summarize the dissemination characteristics of these TikTok accounts.[Findings]In China,the construction of TikTok accounts for popular science journals is insufficient,with limited activation rates,and there are significant differences in the operation and influence of these journals'TikTok presence.Popular science journals'TikTok accounts focus on producing content closely aligned with the journals'missions.In terms of branding,they create specific characters to increase interaction.In presentation,they adopt a series of short videos to disseminate content,thereby fostering ongoing influence.In terms of expression,they utilize approachable internet slang and sentence structures to make the videos more interesting.With respect to dissemination,they form a new media matrix to synergistically expand the reach of their content.[Conclusions]As crucial vehicles for science education,popular science journals should adapt to the trend of short video development,master the characteristics and principles of dissemination,and thereby better leverage their role in promoting content creation and enhancing the journals'influence.
基金项目
中国科协学会服务中心项目(2022XFKJQK04)
NETL
NSTL
万方数据