Analysis of the Dissemination Characteristics of Papers on WeChat Official Accounts of Chinese Academic Journals

Abstract

ABSTRACT New media platforms have enhanced the efficiency and diversity of information dissemination, providing new possibilities for the dissemination and promotion of academic papers. Currently, a large number of Chinese academic journals from different disciplines have established WeChat official accounts to promote their papers. This study examines WeChat official accounts from three disciplines: social sciences, natural sciences, and medicine. We analyze the existing paper promotion methods employed by these academic journal official accounts from four dimensions: content presentation format, number of papers promoted in a single post, interactive forms, and publishing time. The findings reveal that the current promotion methods for academic papers on WeChat official accounts are relatively limited, with low utilization of multimedia content. Therefore, there is a need for further improvement in new media promotion for academic papers.