中国国立科研机构网络传播力的实证研究 ——以中国科学院北京分院所属研究院所为例

Empirical Study on Network Communication Power of the NationalResearch Institutions of China:A Case Study on Institutes under Beijing Branch of CAS

中文关键词: 网络传播力 国立科研机构 新媒体 中国科学院

英文关键词: network communication power  national research institutions  new media  Chinese Academy of Sciences

中文摘要:

      在网络时代，一个单位或组织的网络传播力是塑造社会形象、提供社会服务的重要能力体现。科研 机构作为科技创新的重要载体和平台，研究和提升其网络传播力具有重要的现实价值。通过清博大数据，对 中国科学院北京分院所属的43 家国立科研机构的网络存量数据进行了挖掘分析，对网络传播力的有关情况进 行了系统的定量分析。研究发现，我国国立科研机构对网络传播普遍重视不足，基本上处于网络传播的初级 阶段（即以网页和网上论坛等形式为主），对以“两微一端”（微博、微信和客户端）为代表的新媒体的运用 尚少。最后，根据网络发展现状和未来趋势，为科研机构提出了若干建议，包括：构建科研机构网络传播体 系，提升中国科研机构的网络传播能力，要学会讲好“科学故事”。

英文摘要:

      In the network era，the network communication power of institutions or organizations reflects their abilities in shaping social image and providing social services. It is practically important for research institutions to study and enhance their network communication power since they are carriers and platforms for science and technology innovations. Based on Qingbo Big Data，the paper explores and analyzes the network data of 43 national institutes under Beijing Branch of Chinese Academy of Sciences（CAS）， and makes a systematic quantitative analysis on related situation of network communication power. It has been found that China’s national research institutions generally pay insufficient attention to network communication，and stay basically at the initial stage of network communication（i.e.，mainly in the form of web pages and online forums）. There is little use of new media represented by micro-blog， WeChat，and clients. Finally，suggestions on network communication power for national research institutions of China are put forward according to present situation and future trends of network，such as constructing network communication systems， enhancing network communication capabilities，and learning how to tell“science stories”well.