［目的/意义］ 对学术期刊微信公众平台话语权评价进行研究,建立评价指标体系和评价模型,可以丰富新媒体环境下学术期刊话语权评价体系,为学术期刊借助微信平台开发学术新媒体提供启示,推动学术期刊在新媒体时代转型升级。［方法/过程］ 借鉴"全评价"框架设计学术期刊微信公众号话语权评价指标体系,采用层次分析法赋予指标权重并构建评价模型,依据各指标权重,采用模糊综合评价法,对所选取的样本期刊微信公众号进行综合分析。［结果/结论］ 评价结果表明位序靠前的学术期刊善于把握新媒体时代发展机遇,抢占学术期刊发展先机和首发权,引领学术话语权。但总体而言学术期刊微信公众平台识别性不强,信任度较低,平台建设差异大,在未来运营中还需重视服务质量和推文的传播力和影响力,提升平台运营和用户体验。
[Purpose/Significance] By studying the evaluation of the discourse power of academic journals on the WeChat public platform, the evaluation index system and evaluation model can be established, which can enrich the discourse power evaluation system of academic journals under the new media environment, to provide inspirations for academic journals to develop new academic media with the help of WeChat platform and promote the transformation and upgrading of academic journals in the new media era. [Method/Process] Referring to the 'full evaluation’ framework, this paper designed the evaluation index system of academic journals WeChat public account discourse power, and used the analytic hierarchy process to give the index weight and construct the evaluation model. According to the weight of each index, the fuzzy comprehensive evaluation method was used to comprehensively analyze the WeChat public account of the selected sample journals. [Result/Conclusion] The evaluation results show that the top-ranking academic journals are good at grasping the development opportunities of the new media era, seizing the development opportunities and starting rights of academic journals, and leading the academic discourse. But overall academic journals WeChat public platform recognition is not strong, and there is low trust and platform construction differences. In the future, operation also needs to pay attention to the quality of services and the spread and influence of tweets, to improve platform operation and user experience.
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