Subjects: Digital Publishing >> Internet Journals submitted time 2024-07-01
Abstract： [Purposes] It is of great practical significance to study and understand the factors influencing the video communication effect of scientific journals for promoting the construction of journal media and promoting the wide dissemination of scientific research results. [Methods] This paper starts from the communication elements and communication process, and follows the psychological change process of the audience to carry out different degrees of refinement of the communication effect, and builds a theoretical framework for the identification of influencing factors of the communication effect of scientific and technological journal video. The video communication data of selected journals in "Excellence Action Plan for Chinese STM Journals" were obtained from Bilbili (science popularization journals are excluded), including communication subject, channel, content and effect. The multiple linear regression analysis method was used to conduct an empirical study on the influencing factors of communication effect of scientific journals’ video. [Findings] The results show that the specific characteristics of communication subject, communication channel and communication content have significant effects on the cognitive effect, emotional effect, attitude effect and behavioral effect of communication effect. [Conclusions] On this basis, multiple strategies are put forward to improve the video communication effect of scientific journals: in terms of the communication subject, journals are encouraged to choose video operation mode according to their actual situation and organizers should strengthen resource traction; In terms of communication channel, journals should maintain moderate activity and balance; In terms of communication content, journals should produce original high-quality products, build content brands, strengthen platform adaptation, and optimize update tactics.
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