关联理论视角下微信科普文章的 标题特征研究

A Content Analysis on the Title Features of WeChat SciencePopularization Articles from the Perspective of Relevance Theory

中文关键词: 微信公众号 科普文章 标题特征 关联理论 科学传播

英文关键词: WeChat public account  science popularization article  title feature  relevance theory  science communication

中文摘要:

      微信公众号平台已经成为科学普及的重要阵地。本文基于西瓜数据平台的数据，选取10 个“粉丝” 数量和活跃度较高的科普类微信公众号，对其持续半年的数据展开研究。在关联理论视角下，采用内容分析 法和主题分析法，从科普文章的形式和内容两个层面，对各微信公众号中阅读量前5% 和后5% 的文章标题进 行对比分析，并总结科普“热文”的标题特征。研究发现，相较于科普“冷文”，科普“热文”的标题多位于 头条，且具有表现形式多样、感情色彩浓烈的特点，其明示行为更能吸引受众注意。同时，“热文”标题的内 容更关注热点事件和新异事实，在地理、利益和心理方面具有较高的接近性。这些特征提高了标题的语境效 果，降低了读者的认知成本，成为提升阅读量的重要助力。

英文摘要:

      WeChat public platform has played an important role in science popularization. This paper is based on the data obtained from 10 science popularization WeChat public accounts with many fans and a high degree of activity. From the perspective of relevance theory，combining the content analysis and thematic analysis methods，a form-and-content comparative analysis of the top 5% and bottom 5% of the article titles in each official account is carried out to summarize the title features of hot articles. It is found that the titles of hot articles are mostly headlines and have diverse expressions and emotional appeal，which make their ostension more attractive. At the same time，the title content of the hot articles pays more attention to the latest issues and unusual facts and has high proximity in terms of geography， benefit and psychology. The above characteristics improve the contextual effects and reduce cognitive efforts，helping to boost online reading frequency.