| In recent years,great importance has been attached to the high-quality development of scientific and technological journals.In 2019,seven departments including the Chinese Association for Science and Technology,the Ministry of Education,and the National Press and Publication Administration jointly launched the “Chinese Science and Technology Journal Excellence Action Plan”,and selected a group of authoritative excellent scientific and technological journals.In the context of media convergence,with the continuous development of mobile internet technology,We Chat official accounts are widely used in the transformation and development of journals.However,judging from the existing research results,there are few researches on the We Chat official accounts of scientific and technological journals,most of which are only on a specific journal or a specific aspect,the research method is single,and the systematic research is weak.Therefore,it is of great practical and theoretical significance to carry out the research on the We Chat official accounts of scientific and technological journals.We take the first batch of 250 journals selected into the “Chinese Science and Technology Journal Excellence Action Plan” as the research object,combines the relevant theoretical foundations of communication,statistics,management and other related theoretical foundations,adopts content analysis method,statistical analysis method and questionnaire survey method.Through investigation and research,we divides the We Chat official accounts of scientific and technological journals into three categories according to their functional positioning,content positioning and the number of journals they belong to.In this study,we select the Wechat Communication Index(WCI)as the communication power indicator,and summarizes the important factors that affect the communication effect of the We Chat official accounts of scientific and technological journals,namely the official account attribute factor and the official account article factor.The official account attribute factors include registration type,certification status,etc.The article factors include article type,title,word count,etc.It is verified that some factors have a promoting effect on improving the communication effect of the We Chat official account of scientific and technological journals.The influence of the We Chat official accounts of scientific journals involved in this study includes academic influence and user influence.Through empirical analysis,it is found that the use of We Chat official accounts for information dissemination can promote the academic influence of the journal itself.The dimension of social interaction has an important impact.Finally,based on the SWOT model,we analyze the advantages,disadvantages,opportunities and challenges of We Chat official accounts of scientific and technological journals at this stage,and propose suggestions for the integration and development of We Chat official accounts of scientific and technological journals in terms of dissemination subjects,channels,contents and promotion.At the level of communication subject,scientific and technological journal departments should establish a good new media idea and actively participate in the study of operation of We Chat official accounts;at the level of article content,they should try to give good play to the advantages of new media,enrich the form of articles,select article topics,attract users to participate,etc.;at the level of platform,they should further improve the infrastructure and open more functional windows;and at the level of user promotion,they should reasonably introduce advertisements and do a good job in planning activities,etc.The conclusions drawn from this study can not only enrich the theoretical system related to editing and publishing,and make up for the current vacancies in the systematic research on the We Chat official accounts of scientific and technological journals,but also help to optimize the communication path of the We Chat official accounts of scientific and technological journals,and provide relevant cases and reference strategies for the transformation and development of scientific and technological journals under the background of media integration. |
