Research On Postgraduate Academic WeChat Public Number Reading Behavior

Academic reading is an important part of graduate students’ reading and plays a pivotal role in the training of graduate students.With the continuous development of media technology,a new reading method,digital academic reading,has emerged.In the digital age,social media represented by We Chat has become the most commonly used platform for people to integrate into daily life,learning and work.We Chat public number has developed rapidly since its launch.Academic We Chat public number,as a subdivision type of We Chat public number,is also a specific type of digital academic reading,serving the groups engaged in scientific research,focusing on academic production,disseminating academic ideas and providing academic services.Graduate students are one of the main groups of academic research,covering a wide range of disciplines and a large number of people.They are the main reading groups of academic We Chat public accounts.Media environmental science believes that media,as an important part of social life,changes people’s understanding and behavior,and ultimately leads to changes in the overall state of society.As a new form of academic reading,academic We Chat public account constructs a new academic media environment.What are the characteristics of academic We Chat public account? In this media environment,graduate students’ academic We Chat public reading status? What are the factors influencing the reading behavior of postgraduate academic We Chat public account?What impact does academic We Chat public account reading have on postgraduates’ academic growth? Based on the above problems,this paper aims to explore the media environmental characteristics of academic We Chat public number reading,the status quo and influencing factors of postgraduate academic We Chat public number reading,and the influence of academic We Chat public number reading on postgraduate academic growth.On this basis,suggestions are provided for postgraduate academic reading,university personnel training and academic We Chat public number operation.First of all,this study adopts the content analysis method to summarize and sort out the communication characteristics of academic We Chat public accounts,such as convenience of use,diversification of channels,interactive and social reading,and integration of reading scenes.It also summarizes the content characteristics of diverse accounts,rich types of articles,and fragmented content.On this basis,it constructs the academic media environment characteristics of authoritative bias,quantitative information,and fragmented reading.After that,this paper puts forward the analysis framework of postgraduate academic We Chat public account reading behavior,and analyzes the questionnaire data to explore the influencing factors of postgraduate academic We Chat public account reading behavior,and the influence of academic We Chat public account on postgraduate academic growth.The main findings are as follows:（1）There are differences in academic We Chat public account reading behavior among different graduate groups.（2）Factors such as community influence,motivation,attitude and platform characteristics have significant influence on the reading behavior of postgraduate academic We Chat public account.（3）Academic We Chat public account reading behavior,such as reading article type,reading frequency,reading time and reading state,has a significant positive impact on postgraduate academic growth.（4）There is a gap between the impact of academic We Chat public number reading and traditional academic reading on the academic growth of postgraduates.The positive impact of traditional academic reading on the academic growth of postgraduates is higher than that of academic We Chat public number reading on the academic growth of postgraduates.（5）The use of academic We Chat public account convenience,distraction,authority bias,information overload,reading fragmentation and other characteristics affect the academic growth of graduate students to varying degrees.Finally,this paper puts forward suggestions from the perspectives of graduate students,universities and teachers,and academic We Chat public number operators.