基于微博、微信的全国科普日的影响力分析 ——以全国科普日官方微博、微信公众号为例

An Analysis of Impacts of National Science Day Based on WeiBo andWeChat——Take Official WeiBo and WeChat Public Account of NationalScience Day as an Example

中文关键词: 大型科普活动 全国科普日 新媒体影响力

英文关键词: big popular science activity  National Science Day  new media influence

中文摘要:

      全国科普日是我国影响力较大的大型科普活动，近年来它的线上新媒体应用也有了快速的发展。本 研究对全国科普日官方微博、官方微信公众账号的发展现状进行梳理，对其影响力以及影响其影响力的因素 进行分析，并且借鉴国内其他活动官方微博及微信公众账号的经验提出了建议。分析发现：全国科普日的官 方微博及微信公众号的内容特色及服务功能与其他节事活动相比有差距，但在信息权威性上有一定的优势。 官方微博、官方微信公众号在活动的传播推广中发挥了积极作用，本文借鉴其他节事活动运用“两微”的经 验与优势，结合全国科普日活动自身特点提出建议，使我国大型科普活动得到更好地发展。

英文摘要:

      National Science Day is a big popular science event in China with significant impacts and recent years have borne witness to rapid development in its online new media application. The research summarizes the current development of official micro-blog and WeChat public account of National Science Day， analyzes their impacts as well as the impacting factors，learns experience from the official micro-blog and WeChat public account of other related activities in China and finally puts forward some suggestions. The analysis indicates that there exists a certain gap between content features and service function of official micro-blog and WeChat public account of National Science Day and other related activities. Official microblog and official WeChat public account play an active role in communication and promotion of this activity. The paper suggests that efforts should be made to make big popular science activities in China develop in a better manner by learning good experience and advantages of other activities.