Research On Influencing Factors Of New Media Communication Power Of Science Journals Under 4I Theory

The innovative development of new media technology has had a profound impact on the publishing field in China.The transformation of digital publishing deeply meets the needs of mass digital reading and mobile reading,plays an important role in the dissemination of digital content.Science journals as a carrier of scientific research,to explore science problem,the important place in dissemination of scientific knowledge,through new media,the digital content can not only widen the channel of the scientific knowledge dissemination,realize content and media integration,inspire creative enthusiasm,also can enrich the user’s scientific knowledge reserve,to mobilize popular science subject participation enthusiasm,meet the personalized needs scientific knowledge.At present,compared with popular science journals with greater influence in foreign countries,there are still some problems in new media communication of science journals in China,such as insufficient integration of online and offline content communication,uneven new media communication ability,low activity of some journals’ new media accounts,and unsatisfactory new media communication power.Therefore,this paper has strong theoretical and practical significance to study the influencing factors of the new media communication power of science journals.This paper mainly adopts qualitative and quantitative research methods.Based on4 I marketing theory,this paper takes the 50 high-quality scientific and popular journals published by China Association for Science and Technology in 2020,that have We Chat official accounts or Tik Tok official accounts as the research object,takes 16,446 We Chat official account tweets and 2,375 Tik Tok video works published by the journals within one year as the research samples.Put forward the relevant hypothesis and carry on the empirical analysis.The results show that,first,in terms of the digital content of texts and texts transmitted by journals through We Chat public accounts,it is found that the title content of tweets is innovative,the content presents diversity,the time node of release,the status of comments,and the status of watching.And the account electronic magazine reading function,official certification,video account opening,the 7 factors are positively correlated with the communication power.Second,in the journal of digital content through trill Tik Tok,found that the video works use editing effects,comments and forwarding,and account the official certification,fans,live,fan base is set up,head portrait theme rendering settings,the 8 factors and communication power were positively correlated.Finally,the paper compares the unity and difference of the actual influencing factors on the communication effect of digital contents transmitted by journals through different new media platforms,and puts forward suggestions based on the current situation and empirical results of new media communication: content as the king to reflect the fun,to achieve online and offline communication integration;pay attention to the common interests of both sides,improve the promotion of new media;innovate interactive forms and cultivate users’ awareness of active participation;improve the output of personalized content and enhance the brand influence of journals;based on platform sharing,achieve scale efficiency and internationalization of periodicals,so as to improve the new media communication power of scientific periodicals and enhance the communication effect.