The Study Of Science Communication By The Natural History Unit Of BBC

Compared with the idealized simplification of linear thinking in natural philosophy science, natural history science is more vivid, sensible, rich and interesting. Its spread and practice plays an important role for the public to establish a naturalist spiritual and ecological awareness.The Natural History Unit of BBC is one of the world’s most successful science communication institutions, nonetheless, the Systematic and comprehensive study of it is still blank. This study describes the organization’s dissemination of background: The publicbroadcasting system to provide financial support for its communication of natural historyscience. The Englishman has always been serious spiritual and rational mode of thinking has laid a good foundation for the cultural of it. The communication ideas of it includes advocacy of the theory of evolution and mutualism，the spread of regional culture andecological aesthetics of the carry forward. It uphold the scientific community stand, and Science Communication of it is to make up for the lack of public scientific literacy.As a social communication activities，Science Communication of Natural History Unit also has five elements. The disseminator is natural history Unit of BBC. The Experienced, mature and stable propagation team and David Frederick Attenborough are the survival of the talent base. The documentary film of Natural History Unit mainly dividedinto the Earth’s history, regional history, animals’ history and history of plant and has characteristics of rigorous neat, well-made, thinking to explore. Through TV and web media,the purpose of communication activities of Natural History Unit is communicate natural history knowledge and improve the aesthetic level of the public.Chinese science communication of natural history’s system is not yet been established, Many obstacles in the propagation behavior hinder communication and practice ofChinese natural history. The disseminator is Struggled with a lack of funds, professional personnel missing and limitations of thinking and understanding. It makes ChineseScience Communication of Natural history lacking in substance, low level, poor specta tor, Suffered in the ratings, the lower the proportion of Television media, Audience continues to lose and communication results is greatly reduced.Then combing through the development and current situation of Chinese naturalhistory transmission of television, dissect Communication barriers, and by means of thesuccessful experience of Natural History Unit of BBC to made a number of viable policy of Chinese natural history transmission of television. For example, Promoting institutional innovation and advocating co-production; Strengthening of qualified personnel; carrying out the quality strategy and highlighting the characteristics; Scientific use of the programming strategy and Build platform for the communication, repositioning the targetaudience and become mature market system, and so on. The purpose is provide some potentially helpful suggestions to study, universal education and creative practice ofChinese science communication of natural history which is in transformation period.