| With the continuous advancement of the process of digital publishing and online distribution of scientific and technological journals,the publishing position of journals has gradually shifted from traditional paper to the Internet.At present,short videos have become an important carrier to enhance the social influence of scientific and technological journals with their high timeliness,strong interaction and strong narrative presentation.The digital transformation of scientific and technological journals using short video platforms in China is in its infancy,under the trend of new media publishing,how to promote the latest scientific research and academic achievements of scientific and technological journals with the help of short video platforms and highlight the influence on social development is worthy of indepth discussion by scientific and technological journal workers.In order to explore the communication characteristics and influencing factors of the communication effect of scientific and technological journals on the TikTok,10 scientific and technological journal accounts with official TikTok accounts opened in the "China Science and Technology Journals Excellence Action Plan" were selected as research objects,and 318 short video works were selected as samples for study.Starting from the theory of media saliency,the communication characteristics and communication effects of TikTok of scientific and technological journals are systematically investigated by content analysis method,and the operation preferences and strategies of short videos of scientific and technological journals are examined from the three aspects of media salience:"prominence","attention" and "direction".It is found that the influencing factors of media significance and communication effect of scientific and technological journals TikTok short videos are not the same,and the operation strategy of scientific and technological journals TikTok short videos is not always effective.The content theme,appearance characters,title sentence structure,and topic added to the video all significantly affect the communication effect of short videos in scientific and technological journals.In addition,TikTok’s platform algorithm technology also provides a huge bonus to the dissemination effect of short videos in scientific and technological journals.In addition,the study also summarizes the problems and reasons in the communication of current scientific and technological journals TikTok short videos,such as unclear account positioning and lack of brand planning awareness;Video quality is uneven,and user retention rate is low;Insufficient interactivity and service awareness;The narrative perspective lacks novelty,and the production subject is single.In order to effectively improve the dissemination effect of TikTok short videos of scientific and technological journals,scientific and technological journals should clarify the goals and audience positioning in the process of videoization,and enhance the awareness of operation planning;Improve the content production system and promote the promotion of research results;Familiar with the platform communication logic and innovative user management mode;Multi-entity collaborative participation to create distinctive IP characteristics. |
