Current status and strategies of short video dissemination of Chinese scientific journals:A case study of WeChat video accounts of"excellent"Chinese journals
[Purposes]This study aims to understand the current status of WeChat video account dissemination for Chinese scientific journals in Excellent Action Plan for China's Scientific Journals,to analyze their dissemination characteristics and operational conditions,and to provide a reference for the new media development of Chinese scientific journals.[Methods]We focused on the Chinese scientific journals selected in the Excellent Action Plan for China's Scientific Journals,using the Qingbo Index as a research tool.The WeChat Video Accounts Clout Index was extracted to analyze the operation and performance of these accounts and to explore the dissemination effect and capability of short videos.[Findings]Based on data analysis and case study,it is found that Chinese scientific journals have realized the importance of using short video platforms for journal promotion,publicity,and brand building.However,the overall number of video posts on journal video accounts remains low,and their dissemination scope is limited.Content selection and planning tend to be traditional,and most journals have not yet combined the advantages of new media with journal positioning and professional characteristics.[Conclusions]Chinese scientific journals should focus on the development of short video platforms,increase investment in video-based media,define their content positioning,give full play to professional characteristics,enhance service capabilities,and expand their target audiences.
Chinese scientific journalWeChat video accountSocial mediaCommunication effectiveness
NETL
NSTL
万方数据
