科学教育与博物馆2025，Vol.11Issue(6)：13-22,10.
科技类博物馆微信视频号传播的困境与破局
Dilemmas and Breakthroughs in the Communication of WeChat Video Channels of Science and Technology Museums
摘要
Abstract
This study takes Media Ecology Theory and Social Capital Theory as the framework to systematically explore the communication status and optimization paths of science and technology museums on the WeChat video channel platform.Based on the quantitative analysis and in-depth case descriptions of the video channels of 29 typical science and technology museums from November to December 2024,the study finds three main problems in the current communication:inadequate adaptation of content production to the platform's"social+algorithm"ecology;weak accumulation of social capital,which leads to insufficient user stickiness;and the lack of cross-platform collaboration within the WeChat ecosystem,as well as insufficient activation of the value of private domain traffic.The study proposes optimization strategies:enhancing media adaptability through innovation and algorithm tag optimization;activating private domain traffic via personalized IP operation and community interaction;and constructing a cross-platform collaboration mechanism of"official account traffic drainage-video channel precipitation-mini-program conversion".The research reveals the ecological laws of scientific communication on short-video platforms,providing theoretical references and practical paths for the digital transformation of public cultural institutions.关键词
媒介生态理论/社会资本理论/微信视频号/科技类博物馆/科学传播Key words
Media Ecology Theory/Social Capital Theory/WeChat video channel/science and technology museums/science communication引用本文复制引用
徐兆琪,李楠,连洁,张聪..科技类博物馆微信视频号传播的困境与破局[J].科学教育与博物馆,2025,11(6):13-22,10.
