| 郭小敏,徐学友.科技学术期刊的短视频平台运营现状分析及策略探讨.编辑学报,2022,(4):443-448 |
| 科技学术期刊的短视频平台运营现状分析及策略探讨 |
| Status analysis and operation strategies of short video platforms of scientific academic journals |
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| DOI：10.16811/j.cnki.1001-4314.2022.04.018 |
| 中文关键词: 短视频 科技学术期刊 学术传播 新媒体 |
| 英文关键词: short video scientific academic journals academic communication new media |
| 基金项目:*中国高校科技期刊研究会青年基金项目(CUJS-QN-2021-024) |
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| 中文摘要: |
| 短视频已成为越来越主流的传播渠道,科技学术期刊在融媒体建设背景下,也可借助短视频进一步扩大影响力。本文以微信平台的视频号、抖音、哔哩哔哩(B站)、快手、西瓜视频5大短视频平台为例,分析科技学术期刊在不同平台的运营现状,并以实例分析在短视频平台的内容运营策略。结果表明:不同平台目标用户差异较大,科技学术期刊在进行短视频建设时需要首先考虑与平台的适配度,选择合适的“赛道”；对视频内容按照加强出版类、营销资讯类、期刊公告类及拓展传播类进行分析讨论,发现加强出版类和拓展传播类是科技学术期刊中占比较大的内容主题,且拓展传播类内容传播效率最高。 |
| 英文摘要: |
| Short video has become an increasingly mainstream communication channel. Scientific academic journals urgently need to use short videos to expand their influence in media convergence construction. This article takes the five short video platforms of Channels, Douyin, Bilibili, Kuaishou, and Xigua Video as examples, to investigate and analyze the status of scientific academic journals, and to analyze the use of short videos content operations strategies by examples.The results show that the target users of different platforms are quite different, and scientific academic journals need to consider the degree of adaptation with the platform when constructing the layout of short video platform, and choose the appropriate “track”. This paper also discusses the short video contents in accordance with strengthen publishing, news, journal announcements and expanding contents, and finds that strengthening publishing and expanding contents are the topics that account for a large proportion of scientific academic journals. The dissemination efficiency of expanding contents is the highest among them. |
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