科技期刊短视频和直播业务的实践探索——以《核技术》为例  

Practice of Short Video and Livestreaming Business of Sci-Tech Journals:Taking Nuclear Techniques as A Specific Case

作　　者：姜虹亦 霍宏[1] 杨巍巍 JIANG Hongyi;HUO Hong;YANG Weiwei(Affiliation:Shanghai Institute of Applied Physics,Chinese Academy of Sciences)

机构地区：[1]中国科学院上海应用物理研究所

出　　处：《出版与印刷》2024年第4期66-74,共9页Publishing & Printing

基　　金：上海市科技期刊学会“海上青编腾飞”项目“《核技术》期刊新媒体转型中的短视频和直播业务探索”(编号2022B07)。

摘　　要：通过科技期刊在短视频运营和学术直播业务中的实践探索,为科技期刊的新媒体传播提供借鉴与参考。文章以《核技术》为例,综合运用文献法、问卷调查法和案例分析法,从短视频与学术直播的用户定位、平台选择、内容与栏目策划、效果分析等方面进行传播策略分析与总结。指出《核技术》坚持以用户需求为导向,注重短视频和直播的个性化内容与栏目策划,但在内容呈现、发布频率、技术应用及传播渠道联动等方面仍需进一步提升。科技期刊需要提升“二次创作”的表现力,采用人工智能新技术,熟练掌握和运用平台算法增强各社交媒体平台之间的相互联动,打造期刊独具特色的全媒体传播矩阵。Taking Nuclear Techniques as a specific case,this study explores and summarizes the practical experiences of this journal in the short video operation and academic livestreaming business,hoping to provide beneficial reference for other sci-tech journals.Based on literature research,questionnaire and case analysis,this paper summarizes the communication strategies from the user positioning,platform selection,content and column planning,and effect analysis.Nuclear Techniques adheres to a user demand-oriented approach,focusing on the personalized content and column planning in short video and livestreaming.However,challenges and further improvement are needed in terms of the content presentation,publishing frequency,technical application,and communication channel linkage.Sci-tech journals need to strengthen the"secondary creation"and make use of new artificial intelligence technologies,and acquire proficiency in platform algorithms to enhance the mutual interaction between various social media platforms,thereby creating their unique all-media dissemination matrix.

关 键 词：科技期刊 短视频 学术直播 微信视频号 学术传播 

分 类 号：G237.5[文化科学] G206