Research On The Academic Information Exchange Mechanism Of The Scientific WeChat Official Accounts

With the increasing use of social media,the exchange of academic information is increasingly inseparable from social media.Wechat,as a social media which has relatively high frequency of use,has received wide attention on its public platform.The WeChat official account is easy to operate.After "Follow" the account,followers can receive push messages regularly.They can use the fragmented time to browse and learn the contents,which is very convenient for the exchange of academic information.Therefore,the exchange of academic information based on the WeChat public platform has become a trend in the current exchange of academic information.This paper chooses to research the academic information exchange mechanism of WeChat official account,conducts in-depth discussion on the exchange of various elements and operating mechanisms,so as to have an understanding of the overall situation of academic information exchange mechanism of the scientific WeChat official accounts.This paper mainly studies the academic information exchange mechanism of scientific WeChat official accounts through literature research,case study and content analysis.Based on a review of relevant research status and interpretation of the theoretical basis of this article,including the theory of scientific communication,Lasswell's 5W communication theory and life cycle theory,we obtain basic information on the academic WeChat official accounts by searching the WeChat official accounts through the QingBo platform.After screening,a case study of several typical official accounts was conducted,and the five elements including the subject,object,content,channel,and effect of academic information exchange were analyzed.The subject is divided into academic journals and publishers,academic websites/communities,academic service organizations,for-profit companies,and individuals.The object is divided into four categories: confused followers,problem-oriented followers,search type followers and evaluative followers.The categories of the content include scientific research experience,research dynamics(discovery/breakthrough),scientific research personnel,papers recommendation/inventory,research life,and advertisements.Channels include subject push,active acquisition of objects,and interaction channels between the subject and the object.The effect is different due to different subjects and different contents.In addition,the operational mechanism for the exchange of academic information of the WeChat official accounts is summarized,including the mechanism of interest,the mechanism of subscription push,the mechanism of search within the number,the sharing mechanism,and the feedback mechanism.Finally,through the analysis of the process of academic information exchange of WeChat official accounts,including information generation,information dissemination,information utilization and information feedback,we constructed the WeChat official accounts academic information exchange behavior model and the WeChat official accounts academic information exchange life cycle model.The last chapter summarizes the main work of this paper,reflecting on the inadequacies and prospecting for follow-up research.In addition,the operational mechanism for the exchange of academic information of the WeChat official account is summarized,including the mechanism of interest,the mechanism of subscription push,the mechanism of search within the account,the sharing mechanism,and the feedback mechanism.Finally,through the analysis of the process of academic information exchange of WeChat official account,including information generation,information dissemination,information utilization and information feedback,we constructed the We Chat official account academic information exchange behavior model and the WeChat official account academic information exchange life cycle model.The last chapter summarizes the main work of this paper,reflecting on the inadequacies and prospecting for follow-up research.