摘要
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。
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.
作者
金兼斌
江苏佳
陈安繁
沈阳
JIN Jian-bin JIANG Su-jia CHEN An-fan SHEN yang
出处
《中国地质大学学报（社会科学版）》
CSSCI
北大核心
2017年第2期107-119,共13页
Journal of China University of Geosciences(Social Sciences Edition)
基金
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)
关键词
微信公众号
传播效果
科学传播
WeChat Official Accounts（OAs）
communication effect
science communicaiton
