Research On Popularization Of Science Information In The New Media Era: The Present Situation,Problems And Solutions

With the economic and social development and the improvement of the people's living standard,there are increased demands for elaborate and scientific life and science information.Our nation,society and people's demand for science information has been so intense that it is incapable of traditional science popularizing to satisfy them.As the new media era comes,the information dissemination pattern formed in the traditional media era has been through tremendous changes.Compared to the traditional media era,the way of information spreading in the new media era has changed greatly because of different patterns.The popularization of science information,being a part of information dissemination,without exception,has been greatly affected.The new media,featuring interactivity and instantaneity,massiveness and sharing,multimedia and hypertext,individuation and community,has substantially advanced the convenience,instantaneity,taste of interest and effectiveness of science popularizing after its application in the field of science information popularizing.Compared to the traditional media,the advantages that the new media has are as follows: the new media has catered to the time confetti,and met demand on interaction anywhere and anytime.Moreover,the new media itself has diverse techniques of expression and personalized content to choose.It's also quite approachable,easy to disseminate and interactive,with a strong expressive force.While the new media has substantially increased the efficiency of science information popularizing,it also faces some problems and challenges(mainly include: the increasing difficulty on the efficiency of science information popularizing given the mass information,the highly complex environment for information dissemination,the mass hard-to-control elements that affect the effectiveness of information popularizing,and the growing conflict between business attributes and social attributes of the media itself,and the relatively lagging behind development of professional and technical personnel,and the difficult-to-ensure efficiency of the production and dissemination of science information),coming from the society and itself,which the new media couldn't respond to by itself,but the whole range of society jointly.To ensure ideal dissemination effect and healthy development of the popularization of science information through new media,overall planning at the national strategic level,with corresponding media system and dissemination channels at the social,media and personal levels,is needed.This paper has discussed the present situation and analyzed changes of the popularization of science information in the new media era,after sorting out the development process of science popularizing activities and comparing the prominent changes of the dissemination process and content,categories and characteristics of science information popularizing in the new media environment.From the perspectives of social background and the new media itself,this article has analyzed the existing problems and challenges to come in the new media era,with practical cases.In the end,on the basis of comprehensive analysis,corresponding countermeasures and suggestions for better popularization of science information in the new media era,at the macro,meso and micro levels,from the perspectives of government department,scientific and technological workers,social media and the people themselves,are proposed.