《中国国家地理》新浪微博传播效应分析  

An analysis on the communication effect of Sina's micro-blog of Chinese National Geography

作　　者：柴玥[1] 金保德[1] 杨中楷[2] 

机构地区：[1]大连理工大学人文学部,辽宁省大连市凌工路2号116024 [2]大连理工大学科学学与科技管理研究所,辽宁省大连市凌工路2号116024

出　　处：《中国科技期刊研究》2015年第5期493-498,共6页Chinese Journal of Scientific and Technical Periodicals

基　　金：中央高校基本科研业务费专项资金资助"我国iPad报纸盈利模式创新研究"(项目编号:DUT13RW403)

摘　　要：【目的】提升科普期刊的微博传播效应。【方法】统计分析《中国国家地理》新浪官方微博4年间(2009.9.22-2013.9.21)的6882条微博内容及相关信息,并使用北大PKUVIS软件对微博传播个案进行可视化分析。【结果】《中国国家地理》微博出版已形成一定规模,具备相对稳定的格局和固定的受众群体;传播呈现出多元中心效应,实现多层级深度长效传播;微博链接产生信息自我增强效应,并逐渐脱胎于网站内容移植,形成独立出版机制;微博集成资源,推动了期刊品牌一体化发展。【结论】科普期刊与微博新媒体的融合可以提升科学传播效应,微博在传播范围、传播效果、品牌扩散方面具有媒介优势,能促进科普期刊的良性发展。[ Purpose ] This paper aims at promoting the communication effect of popular science periodicals＇ micro-blogs. Methodologyj This paper statistically analyzes the 6882 micro-blogs＇ contents and related information in 4 years （2009.9.22- 2013.9. 21 ） of the Chinese National Geography＇s official micro-blog in Sina, using the PKUVIS software to visualize the communication case of the micro-biog. [ Findings ] Chinese National Geography＇ s micro-blog has formed a certain scale with a relatively stable pattern and fixed audience in micro-blog＇s publishing. There is a multivariate center spread effect which has achieved long-term multi-tiered depth of communication; the links of micro-blogs make the information create self-reinforcing effects. Gradually, the links of micro-blogs form an independent publishing mechanism based on a content transplantation. Micro- blogs integrate resources to promote the development of periodical brand integration.[ Conclusions] Popular science periodicals integrated with the micro-blog new media can promote scientific communication effect. Micro-blogs have advantages in the transmission range, communication effects and brand spread to promote the healthy development of popular science periodicals.

关 键 词：《中国国家地理》 微博 科普期刊 传播效应 

分 类 号：K90-5[历史地理—人文地理学] G206[文化科学—传播学]