医学学术期刊的短视频传播现状及其优化策略研究  

Research on the Current Situation and Optimization Strategies of Short Video Dissemination of Medical Academic Journals

作　　者：袁潇雨 舒安琴 杨秀[1] YUAN Xiaoyu;SHU Anqin;YANG Xiu(School of Journalism and Communication,Chongqing University;Chongqing University Affiliated Cancer Hospital)

机构地区：[1]重庆大学新闻学院 [2]重庆大学附属肿瘤医院

出　　处：《出版与印刷》2024年第3期36-44,共9页Publishing & Printing

基　　金：重庆大学文化创意产业高端智库培育专项资助项目(编号2022CDJSKPT23)。

摘　　要：分析医学学术期刊短视频传播的现状和问题并提出优化策略,为医学学术期刊把握短视频发展趋势、扩大期刊影响力提供借鉴。文章以《中文核心期刊要目总览(2020年版)》记录的32种医学学术期刊为研究对象,对其在微信视频号、西瓜视频、抖音、B站四大主要短视频平台内容传播的基本情况进行调研,发现医学学术期刊短视频传播存在的主要问题有:未能体现期刊品牌的定位、未根据不同平台的用户特点进行分众化传播、作品形式单一、整合传播力度不足。提出医学学术期刊应明确短视频内容定位、实施分众化传播策略、创新短视频内容的表现形式、进行内容的协同发布和整合传播,从而不断提升医学学术期刊短视频内容的传播能力以及自身的品牌影响力。This article analyzes the current situation and problems in the short video dissemination of medical academic journals,and proposes the optimization strategies to provide insights for journals to grasp the trends of short video development and expand the influence of journals.By studying 32 medical academic journals listed in A Guide to the Core Journals of China(2020 Edition),the article investigates the basic situation of the content dissemination on four major short video platforms:WeChat Video,Xigua Video,Douyin,and Bilibili.The major issues identified in the short video dissemination of medical academic journals include the failure to reflect the positioning of journal brands,the lack of segmented audience communication based on user characteristics of different platforms,the monotony of content formats,and the insufficient efforts in integrated communication.Therefore,it is proposed that medical academic journals should clarify the positioning of their short video contents,implement the segmented audience communication strategies,innovate the presentation forms of short video content,and collaborate on the content release and integrated dissemination.By doing so,medical academic journals can continuously enhance the dissemination capacity of their short video contents and strengthen their brand influence.

关 键 词：短视频 医学学术期刊 分众化传播 整合传播 

分 类 号：R-5[医药卫生] G237.5[文化科学] G206