我国科普期刊短视频传播现状及特点研究——以抖音平台为例  

Current situation and characteristics of short video dissemination in Chinese popular science journals:A case study of TikTok platform

作　　者：刘晶晶 韩晓宁[3] 张昕 祝叶华 卫夏雯[4] LIU Jingjing;HAN Xiaoning;ZHANG Xin;ZHU Yehua;WEI Xiawen(School of Journalism and Communication,Shandong University,27 Shanda South Road,Licheng District,Jinan 250100,China;National Science Library,Chinese Academy of Sciences,33 Beisihuan Xilu,Zhongguancun,Haidian District,Beijing 100190,China;Society of China University Journals,9 Xueyuan Road,Haidian District,Beijing 100083,China;Editorial Office of Science&Technology Review,Science and Technology Review Publishing House,86 Xueyuan South Road,Haidian District,Beijing 100081,China)

机构地区：[1]山东大学新闻传播学院,山东省济南市250100 [2]中国科学院文献情报中心,北京市100190 [3]中国高校科技期刊研究会,北京市100083 [4]科技导报社《科技导报》编辑部,北京市100081

出　　处：《中国科技期刊研究》2024年第8期1035-1041,共7页Chinese Journal of Scientific and Technical Periodicals

基　　金：中国科协学会服务中心资助项目“科普类期刊传播能力和传播效果研究”(2022XFKJQK04)。

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。[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.

关 键 词：科普期刊 短视频传播 抖音 

分 类 号：G206[文化科学—传播学] G237.5G315