Preamble

Editorial and Publishing Strategies for Scientific Journals in the Context of Media Convergence
(Beijing Zhuozhong Publishing Co., Ltd., Beijing 100083)

Abstract

[Objective] To analyze the transformation pathways of editorial and publishing models for scientific journals in the context of media convergence, and to explore optimized editorial and publishing strategies for enhancing the dissemination capacity and academic influence of scientific journals. [Method] Based on case analysis, literature research, and theoretical discussion, this study comprehensively examines the impact of media convergence on content production, dissemination methods, and user services of scientific journals, and proposes optimization strategies by drawing on the practical experiences of typical domestic and international scientific journals. [Result] Media convergence has driven scientific journals to achieve intelligent content production, diversified dissemination models, and precision user services, forming a new editorial and publishing model centered on multimedia expression, multi-platform collaborative dissemination, and deep user interaction. [Conclusion] By strengthening academic content quality, diversifying dissemination channels, and providing personalized user services, this study aims to enhance the international dissemination capacity and academic competitiveness of domestic scientific journals, providing practical guidance and theoretical support for their high-quality development in the context of media convergence.

Keywords: media convergence; scientific journals; editorial and publishing; publishing models
CLC number: G232
Document code: A
Article ID: 1671-0134(2025)03-91-04
DOI: 10.19483/j.cnki.11-4653/n.2025.03.019
Citation format: Zhou Fulong. Editorial and publishing strategies for scientific journals in the context of media convergence [J]. China Media Technology, 2025, 32(3):

With the rapid development of digital technology, media convergence has become a mainstream trend in the global media industry [1], blurring the boundaries between traditional and emerging media and profoundly transforming content production and dissemination methods [2]. In this context, scientific journals, as important carriers for disseminating academic achievements, face an urgent need for transformation and upgrading [3]. Traditional editorial and publishing models can no longer meet readers' diverse and immediate needs, necessitating innovation in content forms, dissemination channels, and operational models through media convergence. In recent years, domestic and international scientific journals have actively explored media convergence. For example, the Journal of Traditional Chinese Medicine has improved personalized user services by creating a media convergence publishing matrix that utilizes multiple media forms to disseminate academic content [4]. However, scientific journals still face numerous challenges in the process of media convergence, such as imperfect management mechanisms, lagging talent team construction, and insufficient technology application. Therefore, in-depth research on the impact of media convergence on the editorial and publishing models of scientific journals and the exploration of optimization strategies hold important practical significance.

This study focuses on the following questions: What specific impacts does media convergence have on the editorial and publishing models of scientific journals? What challenges and opportunities do scientific journals face during the process of media convergence? How can innovative editorial and publishing strategies enhance the dissemination capacity and influence of scientific journals in the context of media convergence? By addressing these questions, this study aims to provide theoretical support and practical guidance for the transformation and development of scientific journals.

1.1 Technology-Driven Transformation of Content Production

The rapid development of digital and intelligent technologies has injected new vitality into the innovation of content production methods for scientific journals, driving traditional editorial and publishing models toward full-process digitalization and intelligence [5]. This transformation covers all aspects from manuscript acquisition and editorial processing to publication and dissemination, fundamentally improving the efficiency and quality of content production.

1.1.1 Construction of Full-Process Digital Platforms

The problems of low efficiency and high costs in traditional editorial and publishing models have been significantly improved through the empowerment of digital technology. For example, the Journal Press of Shanghai University has implemented a digital publishing strategy of "converged publishing + cluster construction," establishing an integrated digital publishing system that consolidates manuscript management, editorial processing, and multi-channel distribution functions. The platform supports full-process online operations from manuscript submission to final publication, significantly shortening editorial cycles while ensuring the standardization and traceability of manuscript processing.

1.1.2 Artificial Intelligence Technology Empowering Content Production

The widespread application of artificial intelligence technology has further propelled the intelligentization of content production. In the manuscript solicitation stage, AI-based topic planning systems help editors accurately identify high-impact topics by analyzing cutting-edge hotspots in academic fields through big data. In the peer review stage, intelligent review tools such as Turnitin and iThenticate can quickly detect manuscript duplication rates and potential academic misconduct [6], saving time for editors and reviewers. Additionally, automated tools based on natural language processing technology can generate high-quality article abstracts and provide support in grammar checking and language optimization, which is particularly significant for international journals. For example, top-tier journals such as Nature have adopted machine learning algorithms to optimize submission processes and intelligently track author behavior data, providing data support for service improvement and attracting high-level authors.

1.1.3 Diversification and Visualization of Content Forms

Beyond traditional text content, data visualization and multimedia expression are becoming important directions in content production for scientific journals. For instance, interactive charts, dynamic models, and video interpretations have been widely applied in academic journals. Some medical journals use three-dimensional visualization technology to display anatomical diagrams, providing readers with more intuitive academic experiences. This diversified content format not only enhances the readability and appeal of academic content but also meets the diverse needs of new-generation readers.

1.2 Diversification of Dissemination Models

The deepening development of media convergence has spawned dissemination demands across multiple platforms, terminals, and scenarios, driving the increasing diversification of scientific journals' dissemination models [7]. Scientific journals are no longer limited to print publishing but have gradually constructed three-dimensional, networked, and socialized dissemination matrices.

1.2.1 Construction of Omni-Media Dissemination Matrices

With the deepening development of media convergence, scientific journals have achieved multi-platform content publishing by constructing omni-media dissemination matrices. For example, journals under the Journal Press of Shanghai University have built official websites and opened WeChat public accounts and Weibo accounts to interact with readers in real time. The official WeChat account not only pushes academic hotspots but also regularly holds online special lectures, increasing the stickiness between journals and readers. Meanwhile, the rise of short-video platforms has provided new dissemination channels for scientific journals [8]. For instance, Acta Scientiae Circumstantiae publishes academic content explanation videos on Douyin (TikTok), disseminating scientific knowledge to a broader audience in an accessible manner. This diversified dissemination format breaks the temporal and spatial limitations of traditional journal dissemination, attracting more young users to the journals.

1.2.2 Personalized Precision Push and Real-Time Interaction

Big data technology has provided scientific journals with the capability for precision push and real-time interaction [9]. For example, by analyzing users' reading histories and behavioral preferences, journals can push customized academic content through WeChat or email. This personalized service not only improves user experience but also significantly enhances content reading rates and dissemination effectiveness. Furthermore, the application of live streaming and interactive functions is strengthening the connection between journals and readers. For instance, some scientific journals have held online conferences and academic forums, allowing readers to directly participate in academic exchanges. This interactive format not only enhances readers' sense of participation but also provides support for journal brand building.

1.3 Profound Changes in User Demands

In the context of media convergence, users' reading habits and demands have undergone profound changes, characterized by personalization, fragmentation, and immediacy [10]. These changes have not only affected the content production of scientific journals but also placed higher demands on their dissemination models and service approaches.

1.3.1 The Rise of Fragmentation and Immediacy Demands

Modern users' accelerated pace of life has made reading behaviors more fragmented and immediate. The traditional dissemination model of scientific journals centered on long-form academic papers can no longer meet users' needs for quickly obtaining information in short timeframes. Scientific journals have condensed complex content into concise and intuitive knowledge points by pushing short article abstracts, highlight summaries, and dynamic visualization charts. For example, Acta Scientiae Circumstantiae uses short videos and interactive charts to present key data and research conclusions from papers to users, significantly improving content dissemination efficiency and audience engagement.

1.3.2 Construction of Personalized Services

Users' growing demand for personalized content requires scientific journals to provide precise content recommendation services. Based on big data and artificial intelligence technologies, journals can analyze users' reading behaviors and preferences to push academic content related to their interests. For example, Nature recommends the latest high-impact papers and thematic content through its online platform based on users' disciplinary fields and research interests, helping them quickly access high-value information. Additionally, scientific journals have gradually added features for thematic subscription and personalized settings, allowing users to subscribe to updates on specific topics or research fields according to their needs. This user-choice-based content push method not only enhances user experience but also further improves the academic service capacity and user stickiness of scientific journals.

1.3.3 User Interaction and Community Building

In the media convergence environment, users are no longer satisfied with passively receiving information but wish to participate in content dissemination and discussion. Scientific journals facilitate exchanges among users, authors, editors, and other readers by building interactive platforms. For example, some journals have opened comment and Q&A functions on their official websites, allowing users to directly express opinions or raise questions about paper content, while authors can interact with readers through replies, enhancing the depth of academic discussion.

2. Optimization Strategies for Scientific Journal Editorial and Publishing in the Context of Media Convergence

In the context of media convergence, the editorial and publishing models of scientific journals require systematic optimization across multiple dimensions—including content production, processes and technology, dissemination and operations, and reader experience—to enhance academic quality and dissemination efficiency and meet the demands of the new era.

2.1 Content Production Optimization: Strengthening Academic Quality and Exploring Multimedia Expression

Content quality has always been the core competitiveness of scientific journals. In the context of media convergence, scientific journals need to further strengthen academic quality while exploring multimedia content expression methods to better meet readers' diverse needs.

Scientific journals must intensify their efforts to screen and support high-quality academic content, ensuring the authority and scientific nature of academic content through rigorous peer review systems. For example, some top-tier journals have introduced a hybrid review mechanism of "double-blind review + expert recommendation," enhancing the innovativeness and academic value of manuscripts.

Simultaneously, journals should actively explore multimedia expression, transforming complex academic content into intuitive and understandable multimedia products through forms such as video interpretation, dynamic charts, and interactive models, thereby expanding audience reach and improving dissemination effectiveness.

2.2 Process and Technology Innovation: Introducing Big Data and Artificial Intelligence to Enhance Editorial and Publishing Efficiency

Driven by media convergence, the digitalization and intelligent upgrading of editorial and publishing processes have become focal points for the optimization of scientific journals. By introducing big data and artificial intelligence technologies, journals can significantly improve editorial efficiency, reduce publishing costs, and enhance the dissemination speed of academic content. The application of big data technology enables journals to make scientific decisions based on massive datasets. For example, by analyzing data on contributors' research field distributions and paper citation rates, editors can more accurately select topics and column settings that align with academic hotspots and frontiers. Furthermore, big data can help journals identify potential high-impact authors and provide them with key support.

2.3 Transformation of Dissemination and Operation Models: Constructing Multi-Platform Collaborative Dissemination Systems to Achieve Precision Push and Interaction

Media convergence requires scientific journals to undergo profound transformations in their dissemination and operation models, constructing dissemination systems centered on multi-platform collaboration to meet the dissemination needs of different terminals and scenarios. Scientific journals need to expand more dissemination channels beyond traditional print media, such as official websites, mobile applications, WeChat public accounts, Weibo, and short-video platforms. For example, Nature has significantly enhanced its exposure and influence by linking its official website with social media platforms and producing short videos or brief tweets of core content from key papers.

2.4 Personalized Enhancement of Reader Experience: Constructing Data Feedback and Intelligent Recommendation Mechanisms

Against the backdrop of increasingly personalized user demands, scientific journals need to optimize user experience and enhance content dissemination effectiveness through data feedback and intelligent recommendation mechanisms. By tracking users' browsing behaviors, download records, and interaction data, journals can construct comprehensive user profiles and understand the interest preferences of different reader groups. For example, some online journal platforms regularly push new papers or academic news in relevant fields based on users' reading histories. Additionally, personalized recommendation algorithms can help journals provide customized content services for users with different disciplinary, regional, and professional backgrounds.

3. Case Analysis

In the context of media convergence, domestic and international scientific journals have actively explored the optimization of editorial and publishing strategies. The following analysis examines the successful practices of domestic journals in content optimization and dissemination model transformation through typical cases, and compares and extracts the advanced experiences of top international scientific journals.

3.1 Domestic Typical Scientific Journal Cases

3.1.1 China Journal of Chinese Materia Medica: Constructing a Media Convergence Publishing Matrix

China Journal of Chinese Materia Medica has achieved remarkable results in content optimization and dissemination model transformation. By constructing a media convergence publishing matrix that integrates print media, official websites, WeChat public accounts, and other media forms, it has formed an integrated dissemination network. In terms of content, the journal delves deeply into the field of traditional Chinese medicine, combining professional research findings to enhance the depth and authority of its academic content.

3.1.2 Acta Scientiae Circumstantiae: Advancing Data Visualization and Precision Dissemination

Acta Scientiae Circumstantiae focuses on optimizing academic content expression through data visualization technology in the context of media convergence. For example, in research on pollution control and ecological protection, the journal uses dynamic charts and interactive maps to intuitively display complex experimental data and research results. This innovative format not only enhances content dissemination effectiveness but also attracts more readers from interdisciplinary fields. In terms of dissemination methods, the journal has vigorously developed a multi-platform publishing model, opening multiple social media accounts in addition to its official website. Particularly on occasions such as Environmental Protection Theme Days, the journal attracts significant attention from both the public and professional users through thematic pushes and popular science content releases. This "academic dissemination + social service" model effectively broadens the journal's audience scope and enhances its social influence.

3.2 Comparison with Top International Scientific Journals

3.2.1 Nature: Promoting Multimedia Content Expression

As an international top-tier scientific journal, Nature's innovations in content production and dissemination are worth learning from. In content production, Nature not only emphasizes high-quality academic content but also vigorously develops multimedia expression forms. For example, through video interpretation, dynamic data charts, and interactive models, it provides readers with more intuitive academic experiences. Additionally, Nature has a dedicated editorial team that produces popular science content, transforming complex research findings into understandable information to help non-specialist readers comprehend scientific knowledge.

In terms of dissemination methods, Nature relies on a powerful digital platform, integrating its official website, social media, and email subscription systems to construct an omni-media dissemination matrix. Meanwhile, its website supports personalized recommendation functions, pushing relevant content based on users' browsing histories and interest preferences, significantly improving user stickiness and content dissemination efficiency.

3.2.2 Science: Building a Global Academic Community

Science has built a global academic community through its unique dissemination strategies. In terms of content production, Science emphasizes cross-disciplinary topic planning, particularly research involving social hotspots and technological frontiers, greatly enhancing the journal's international influence.

In dissemination methods, Science promotes academic exchanges by hosting global online forums and seminars. For example, its regularly held "Science Talk" events invite paper authors to interact with global readers in real time. This dissemination model not only expands the journal's audience but also establishes a tighter academic exchange network. Additionally, Science promotes the global dissemination of research findings through multi-language platforms, providing more convenient academic access for scholars from non-English-speaking countries.

3.3 Case Insights

Through the analysis of typical domestic and international scientific journals, it can be found that diversification of content production, multi-platformization of dissemination methods, and deepening of user interaction are key strategies for enhancing journal competitiveness in the context of media convergence. Domestic scientific journals can learn from Nature's multimedia content expression forms, such as transforming complex academic content into more intuitive and understandable presentations through video interpretation, interactive charts, and visualization tools, to attract more readers and improve dissemination effectiveness. Simultaneously, they can learn from Science's experience in building a global academic community, expanding journals' international influence and promoting the global dissemination of domestic research achievements through multi-language platforms and cross-cultural communication activities. Additionally, domestic scientific journals need to pay greater attention to interaction with audiences, enhancing the sense of participation in academic exchanges through forms such as live streaming and online forums. By introducing personalized recommendation algorithms and data analysis technologies, they can precisely meet the needs of different academic groups and improve user experience and stickiness. In summary, by strengthening content quality, innovating dissemination forms, and optimizing user services, domestic scientific journals can achieve high-quality development in the context of media convergence and compete alongside top international journals on the stage of academic dissemination.

The rapid development of media convergence has brought profound transformation opportunities for scientific journals while also presenting new challenges. Through the in-depth application of digital technology and intelligent means, scientific journals have achieved remarkable results in content production, dissemination methods, and user services. From the successful practices of domestic journals such as China Journal of Chinese Materia Medica and Acta Scientiae Circumstantiae to the advanced experiences of top international journals like Nature and Science, we can clearly see that multimedia expression, multi-platform dissemination, and deepening user interaction are key pathways for enhancing the core competitiveness of journals. In the future, scientific journals need to continue deepening media convergence practices, leveraging cutting-edge technologies such as artificial intelligence and big data analysis to promote comprehensive upgrades in academic content production and dissemination. Simultaneously, by building global academic networks, optimizing user experience, and expanding international influence, domestic scientific journals can further narrow the gap with top international journals, achieve high-quality development, and provide strong support for the global dissemination of academic achievements and knowledge innovation.

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About the Author: Zhou Fulong (1977—), male, from Qingyang, Gansu, bachelor's degree, Editor-in-Chief, research direction: operation and management of scientific journals and new media construction.

(Responsible Editor: Li Yansong)