基于框架理论对医学期刊微信公众号高阅读量文章的研究

文章基于传播学的框架理论，以《柳叶刀》微信公众号2018—2019年的文章为研究对象，将其划分为高阅读量组和低阅读量组，借助卡方检验，分析两组文章在文本、主题、体裁等内容框架上的差异，发现高阅读量文章具有深加工、深阅读、契合社会话题等特征，建议医学期刊微信公众号编辑加强传播学理论知识储备，关注受众需求，巧用话语策略。

Research on High-Views Articles of Medical Journals on WeChat Official Account Platform Based on Framework Theory: Taking The Lancet as an Example

The research was based on the framework theory of communication and took the articles of The Lancet on the WeChat official account platform from 2018 to 2019 as the research objects. These articles were devided into the groups of high-views and low-views. With the help of the chi-square test, this research analyzed the differences between the two groups of articles in the content framework of text, topic, genre, etc. The research found that the high-views articles featured deep processing, deep reading, and social topic suitability. It was recommended that the editors of the WeChat official accounts of the medical journals should strengthen the theoretical knowledge of communication, pay attention to the needs of the audience, and use discourse strategies skillfully.