出版科学 ›› 2020, Vol. 28 ›› Issue (6): 60-.

• 发行学 发行工作 • 上一篇    下一篇

突发事件情境下图书出版公众号传播影响力比较研究 —以新型冠状病毒肺炎为例

  

  1. 武汉大学信息管理学院
  • 出版日期:2020-11-15 发布日期:2020-11-25
  • 作者简介:袁小群,管理学博士,武汉大学信息管理学院副教授 ;丁靖佳,武汉大学信息管理学院 2018 级硕士生。
  • 基金资助:
    本文系国家自然科学基金项目“基于文本逻辑主题结构的数字出版内容重组研究”(71673208)的阶段 性研究成果。

Investigation on the Dissemination Impact of WeChat Public Number for Book Publishing under the Emergency of COVID-19

  1. School of Information Management, Wuhan University
  • Online:2020-11-15 Published:2020-11-25

摘要: 社交网络时代,突发事件的发生致使用户对相关信息的需求呈指数级增长。图书出版作 为信息传播的重要领域,其主体公众号对突发事件及时有效的信息回应能够缓解社会的信息认知不协 调,从而增强用户黏性和自身传播影响力。但目前关于突发情境下图书出版公众号传播影响力的研究 还欠缺。借助“5W”传播模式,构建了包含运营主体、内容主题、运营策略和影响力效果 4 个维度 的微信公众号传播影响力分析框架。鉴于此,本文以新型冠状病毒肺炎为例,对图书出版公众号在疫 情期间发布的推文内容进行比较分析,就突发事件情境下增强其传播影响力提出相应建议。

关键词: 突发事件 微信公众号 传播影响力 新型冠状病毒肺炎

Abstract: In the era of social networking, the occurrence of emergencies may lead to an exponential information increasing in user demand. As an important mean of information dissemination, the effective information response to emergencies timely released by book publishing’s WeChat public number may alleviate social’s cognitive dissonance, which may also enhance the user viscosity and dissemination impact of book publishing. Unfortunately, few works focus on it. This paper tries to deal with it by investigating the dissemination impact of WeChat public number for book publishing under the emergency of COVID-19. To this end, an analysis framework for dissemination impact is constructed with “5W” mode, which consists of four dimensions such as operation subject, content theme, operation strategy and influence effect. Then, the contents released by book publishing’s WeChat public number during COVID-19 emergency are analyzed. Based on the analysis results, corresponding suggestions for dissemination impact improvement in unexpected emergencies are put forward.

Key words: Unexpected emergency WeChat public number Dissemination impact COVID-19

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