| 12,306 | 297 | 234 |
| 下载次数 | 被引频次 | 阅读次数 |
本文探讨新媒体平台上的科学传播的效果,并对我国当前基于微信公众号平台的科学传播情况进行了系统的梳理和分析。论文首先从理论和方法上探讨了新媒体平台上科学传播效果的测量问题,然后基于清博大数据平台对微信平台上定位与科学传播的公众号(共783个)进行了系统的抽样分析,时间跨度为2015年10月至2016年10月,从WCI指数、平均阅读数、平均点赞数等角度对科学传播的效果进行了评估分析,并从公众号认证主体、发文内容定位、发文原创性、多媒体使用程度、科学性、趣味性等角度,对影响传播效果的因素进行了梳理。研究发现,认证主体、多媒体使用程度显著影响公众号的WCI指数、平均阅读数、平均点赞数;而发文内容定位则会影响到公众号的WCI指数。
Abstract：This paper discussed the measurement of science communication effect via new media platforms.Taking WeChat's Official Accounts(OAs)Platform as an example,the paper proposed a theoretical framework to quantify and assess the effectiveness of science communication through new media.The data used in the study was provided by gsdata.com,a big data mining service platform which crawls and mines all the contents on the Wechat OAs instantly.A total of 783 accounts positioning in science communication were analyzed based on the articles as well as comments and upvotes during a whole year interval from Oct 2015 to Oct 2016.The indicators employed to reflect the size of effect of a specific account in the study include WCI index,average readings,average likes,etc.The effects of science communication were further analyzed from the angles of operator types,originality of content,multimedia application,scientificness and interestingness.It was found that operator types and multimedia application significantly affect OAs' WCI index,average readings and average upvotes.A holistic description of the general performance of those OAs positioned in science communication were also presented and relevant suggestions were provided for their better development in the future.
[1]腾讯.腾讯公布2016年第二季度及中期业绩[EB/OL].http://www.tencent.com/zh-cn/content/at/2016/attachments/20160817.pdf,2016-8-17.
[2]艾瑞咨询.2015年微信公众号价值研究报告[EB/OL].http://hy.cebnet.com.cn/20150619/101200838.html,2016-08-31.
[3]杨鹏,史丹梦.真伪博弈:微博空间的科学传播机制——以“谣言粉碎机”微博为例[J].新闻大学,2011,(4).
[4]Jia,H.,L.Liu.Unbalanced progress:The hard road from science popularisation to public engagement with science in China[J].Public Understanding of Science,2014,(1).
[5]郭小平.“邻避冲突”中的新媒体、公民记者与环境公民社会的“善治”[J].国际新闻界,2013,(5).
[6]贾鹤鹏,范敬群,彭光芒.从公众参与科学视角看微博对科学传播的挑战[J].科普研究,2014,(2).
[7]Luzón,M.J.Public communication of science in blogs:Recontextualizing scientific discourse for a diversified audience[J].Written Communication,2013,(4).
[8]Mogos,A.Scientific images and visualisations in digital age:From science to journalism[J].Journal of Media Research-Revista de Studii Media,2012,(14).
[9]Holliman,R.Telling science stories in an evolving digital media ecosystem:From communication to conversation and confrontation[J].Journal of Science Communication,2011,(4).
[10]Willoughby,J.F.,H.Smith.Communication strategies and new media platforms:Exploring the synergistic potential of health and environmental communication[J].Science Communication,2016,(4).
[11]Curtis,V.Motivation to participate in an online citizen science game:A study of foldit[J].Science Communication,2015,(6).
[12]Segerberg,A.,W.L.Bennett.Social media and the organization of collective action:Using Twitter to explore the ecologies of two climate change protests[J].The Communication Review,2011,(3).
[13]Dalrymple,K.E.,R.Young,M.Tully.“Facts,Not Fear”negotiating uncertainty on social media during the2014Ebola crisis[J].Science Communication,2016,(4).
[14]Lee,N.M.,M.S.VanDyke.Set it and forget it:The cne-way use of social media by Government Agencies Communicating Science[J].Science Communication,2015,(4).
[15]金兼斌,楚亚杰.科学素养、媒介使用、社会网络:理解公众对科学家的社会信任[J].全球传媒学刊,2015,(2).
[16]向倩仪,楚亚杰,金兼斌.公众信任格局中的科学家:一项实证研究[J].现代传播,2015,(6).
[17]Jensen,P.,J.B.Rouquier,P.Kreimer,et al.Scientists who engage with society perform better academically[J].Science and public policy,2008,(7).
[18]Liang,X.,L.Y.F.Su,S.K.Yeo,et al.Building buzz:(Scientists)communicating science in new media environments[J].Journalism&Mass Communication Quarterly,2014,(4).
[19]Burns,T.W.,D.J.O'Connor,S.M.Stocklmayer.Science communication:A contemporary definition[J].Public Understanding of Science,2003,(2).
[20]原福永,冯静,符茜茜.微博用户的影响力指数模型[J].现代图书情报技术,2012,(6).
[21]冀芳,张夏恒.学术期刊微信公众号评价研究[J].科技与出版,2016,(7).
[22]周荣庭,韩飞飞,王国燕.科学成果的微信传播现状及影响力研究——以10个科学类微信公众号为例[J].科普研究,2016,(1).
[23]李明德,高如.媒体微信公众号传播力评价研究——基于20个陕西媒体微信公众号的考察[J].情报杂志,2015,(7).
[24]万慕晨,欧亮.基于微信公众平台的高校图书馆阅读推广效果实证研究[J].图书情报工作,2015,(11).
[25]王国燕,汤书昆.前沿科学成果的图像传播范式[J].中国科学技术大学学报,2014,(9).
(1)北京清博大数据科技有限公司,成立于2014年,它定位于“大数据生态系统的智能服务者”。截至2016年7月,清博大数据平台已累计监测了1 400万个微信公号。
基本信息:
DOI：10.16493/j.cnki.42-1627/c.2017.02.012
中图分类号:G206;G315
引用信息:
[1]金兼斌,江苏佳,陈安繁,等.新媒体平台上的科学传播效果:基于微信公众号的研究[J],2017,17(02):107-119.DOI:10.16493/j.cnki.42-1627/c.2017.02.012.
基金信息:
北京科普发展中心委托课题“新媒体科学传播效果研究”;; 国家转基因生物新品种培育重大专项重大课题“转基因生物技术发展科普宣传与风险交流”(2016ZX08015002)