| 占莉娟,孙绪壕,胡小洋,何平.我国科技学术期刊抖音账号运营现状与优化策略.编辑学报,2024,(3):307-312 |
| 我国科技学术期刊抖音账号运营现状与优化策略 |
| Current situation, and optimization strategies for TikTok accounts of Chinese sci-tech journals |
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| DOI：10.16811/j.cnki.1001-4314.2024.03.016 |
| 中文关键词: 出版深度融合 科技学术期刊 抖音 学术传播 短视频平台 |
| 英文关键词: deep integration of publishing scientific academic journal TikTok academic communication short video platform |
| 基金项目:*国家社科基金后期资助项目(2023705)；教育部人文社会科学研究青年基金项目(21YJC860024) |
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| 摘要点击次数: 2 |
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| 中文摘要: |
| 抖音作为当前拥有庞大用户群体的头部短视频平台,是科技学术期刊(以下简称科技期刊)响应出版深度融合号召、承担科普社会责任、扩大社会影响力的重要阵地。文章调研样本期刊抖音账号运营现状发现,视频发布数量差异大,发布频率不稳定,互动两极分化；呈现形式单一,运营缺乏持续性；内容以新闻和科普为主；传播影响力不理想。在出版深度融合的时代背景和建设世界一流科技期刊的政策背景下,我国科技期刊有必要布局抖音这一用户量庞大的新媒体平台,主动从账号定位、内容主题、内容生产、分发模式等方面全方位革新升级短视频实践,加快构建“以知识类内容为主、新闻类内容为辅,多种内容形式协同发展”的内容格局,切实提高抖音传播效果,打造科技期刊的“视频出版名片”,扛起知识传播和科普宣传的社会责任,助力科技期刊社会影响力的全面提升。 |
| 英文摘要: |
| As a leading short -form video platform with a massive user community, Tiktok is an important stage for sci-tech journals to respond to the in-depth integration of publishing, carry on the social responsibility for science popularization and expand social influence. Through an investigation on the operation status of Tiktok account of the sampled journals, this paper revealed considerable disparities in the number of videos posted, unstable posting frequency, and polarization in audience interaction, along with the following characteristics, including monotous presentation, lack of sustainability in operation, content centered mainly on news and popular science, and suboptimal dissemination and influence. Therefore, under the background of the era of in-depth integration of publishing and the policy of building world-class scientific journals, it is necessary for Chinese scientific journals to deploy Tiktok, a new media platform with a huge number of users, to actively innovate and upgrade short video content from multiple aspects, including account positioning, content themes, content production, distribution models and other aspects, to accelerate the construction of the content structure dominated by knowledge-intensive content, supplemented by news content, and supported by various content forms, effectively improve the communication effect of Tiktok, create a “video publishing business card” for sci-tech journals, take up the social responsibility of science popularization, and help comprehensively enhance the social impact of sci-tech journals. |
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