基于大学生用户调查的防震减灾新媒体平台运营策略研究——以内蒙古建筑职业技术学院学生为例

Abstract

在用户细分的时代，大学生作为未来的中坚力量，其储备的防震减灾知识对提升全社会的防震减灾意识和应急避险能力有重要作用。因此，在防震减灾科普过程中如何吸引大学生的关注和学习，尤其是随着新媒体时代的到来，如何利用好官方新媒体平台向当地大学生普及防震减灾知识是地震部门亟待解决的问题。本研究通过线上问卷调查形式，对内蒙古建筑职业技术学院学生的手机使用情况和防震减灾科普服务需求进行了调查研究，得出大学生手机使用时间较长、使用场景典型且用途多样化，主要通过新媒体平台接受防震减灾科普知识，偏爱动画和短视频类的科普作品，最想了解与应用和基础相关的地震知识，对市面上现有的地震科普内容接受度差异较大等结果。鉴于此，本文主要针对地震部门官方微博、微信、今日头条和抖音4个新媒体平台，从发布时限、发布形式、发布内容和平台推广4个方面进行运营策略分析，以期提升防震减灾科普传播的效果。

Alternate abstract:

In the era of user segmentation, college students are the backbone of the future, and their knowledge of earthquake prevention and disaster reduction plays an important role in improving the awareness of earthquake prevention and disaster reduction as well as emergency avoidance ability of the whole society. Therefore, how to attract attention and study of college students in the popularization process of earthquake prevention and disaster reduction, especially with the advent of the new media era, how to use the official new media platform to popularize the knowledge of earthquake prevention and disaster reduction to local college students, is an urgent problem to be solved by the earthquake departments. Based on online questionnaire survey, this study investigates the use of mobile phones and the demand for popular science services for earthquake prevention and disaster reduction among students in Inner Mongolia Technical College of Construction, with long use time, typical use scenarios and diversified mobile phone uses, college students mainly accept popular science knowledge for earthquake prevention and disaster reduction through new media platforms, prefer popular science works such as animation and short videos, desire to obtain earthquake knowledge related to application and foundation most, and show great differences in acceptance of existing popular science content for earthquakes in the market. In view of this, this paper mainly analyzes the operation strategy of four new media platforms: official Weibo, WeChat, Jinritoutiao and Douyin, from four aspects, such as release time limit, release form, release content and platform promotion, with a view to improving the effect of popular science dissemination on earthquake prevention and disaster reduction.