基于传播要素的科技馆微信公众号的对比研究  

A comparative study of Science and Technology Museum WeChat public accounts based on communication elements

作　　者：赵志敏 张文静 卢冉 杨涛[1] Zhao Zhimin;Zhang Wenjing;Lu Ran;Yang Tao(China Science and Technology Museum,Beijing 100101,China)

机构地区：[1]中国科学技术馆,北京100101

出　　处：《今日科苑》2024年第12期83-93,共11页Modern Science

基　　金：中国科技馆科研项目“科技馆微信公众号的科学传播研究”(项目编号:KYXM-B-2022-08)。

摘　　要：在移动互联网时代,微信成为科学传播的重要媒介和渠道。本研究选取不同地域、级别、规模的十家科技馆的微信公众号作为研究对象,分析十家科技馆传播要素的特点,探讨影响其传播效果的影响因素。建议科技馆加强新媒体运营人才培养和能力的提升,进一步提升内容传播策略,凸显用户至上,进一步挖掘线下活动的亮点等。Under the background of mobile Internet,WeChat has become an important medium and channel for science communication.This paper selected ten WeChat official accounts of science and technology museums,which were located in different regions and had different levels and scales,as the research object.By analyzing and exploring the characteristics of the communication elements of ten selected science and technology museums,we identified several factors that might affect the science communication effect.Based on our research,we propose several following strategies to enhance communication effectiveness:strengthen the training of the new media operation staff and enhance their abilities,improve their content dissemination strategies,emphasize user-centricity in communication and explore the highlights of offline activities further,etc.

关 键 词：传播要素 科技馆 微信公众号 

分 类 号：G315[文化科学] G206