摘要
目前,科普类微信公众号存在线上线下各自为战、未能有效融合,叙事风格严肃正式、内容晦涩难懂,植物文化科普欠缺、文化内涵挖掘不足等普遍问题。通过对国家植物园微信公众号2021年度阅读量最高、阅读完成度最高的文章进行梳理,探索受欢迎作品背后的特征及规律,总结出“线上与线下相结合”“直接经验与间接经验相结合”“专业性和可读性相结合”“视觉化与听觉化相结合”的传播特点。根据以上研究结果,从突出传播特色、完善优质服务、实现多平台联动三个方面对国家植物园微信公众号提出传播效果提升策略。
Currently,WeChat public accounts often face challenges such as unrelated and scattered online and offline operations,lack of effective integration,serious and formal narrative style,obscure content that is difficult to understand,and lack of plant culture and cultural connotation.After analyzing with the largest reading volume and the highest reading completion rate from the National Botanical Garden s WeChat public account in 2021,the characteristics and patterns behind the popular works were identified and summarized as the communication characteristics of“combining online and in-person experience”“combining direct and indirect experience”“combining professionalism and readability”“combining visual and auditory”.Based on the results of the above study,the WeChat public account of the National Botanical Garden is proposed as a strategy to enhance the communication effect from three aspects,namely,creating communication characteristics,perfecting high-quality service,and realizing multi-platform linkage.
作者
赵硕
陈红岩
Zhao Shuo;Chen Hongyan
出处
《自然科学博物馆研究》
2023年第4期32-40,共9页
Journal of Natural Science Museum Research
关键词
植物园
科学普及
微信公众号
传播策略
botanical garden
science popularization
WeChat public account
communication strategy
