Research On The Mechanism Of Science Communication In The New Media Environment

With the continuous development of media technology,the era has been changed from oral communication and printing communication,coming to the age of electronic communication.The arise of Internet unveiled the ‘mysterious' science and thus shortened the distance between science and human-beings.Serving as a power of innovation,science is able to accelerate the development of societies and countries,making it becomes an important indicator of measuring a country's overall national strength.Science communication promotes the communication between scientists and people,and contributes to improving the scientific literacy of the whole people.And to make the most of the impact of science communication,researches against science communication mechanism,which contains its key factors and features and the relationships of one and anther,is essential and inevitable.Science communication is about the ‘What' side of communication while mechanism is study on ‘How' to progress the communication and to get the optimum effects.Under the new media environment,the scientific communication mechanism has also burst out many new features.In this paper,the black hole photo event,a hot spot of science communication in 2019,is taken as a specific case of research,and the content analysis method is used to carry out exploratory research on the mechanism of science communication in the new media environment.The paper consists of six parts.The introduction discusses the research background,research significance,research status and research ideas of this paper,and explains some key concepts.The first chapter clarifies the changes in the elements and relationships among science communication systems in the context of media change.It explains the theoretical models used in the article,the Berlo model of communication,the AEIOU model of science communication,and the sociological theory of knowledge.Establish a theoretical model for the analysis of scientific communication mechanism in this paper.The second chapter combines the theoretical model with the development of the public opinion of the black hole photo event to further improve the analysis model and construct the content analysis category.The third chapter completes the coding and analysis of the sample data andsummarizes the correlation between the three elements of science communication subject,science communication content and science communication effect.The fourth chapter presents the common problems of science communication mechanism under the new media environment.The fifth chapter proposes optimization strategies and builds an optimization model of the scientific communication mechanism in the current new media environment.In the new media environment,many social factors have affected science communication.Science communication has become a socialized science communication,and each element in the science communication system has also exhibited new characteristics,such as: the diversification of science communication subjects,the enrichment of science communication contenten,and the complication of the science communication effects,ect.The development of media technology allows more and more people to participate in science communication,and makes the effect of science communication reach more audiences.But on another side,it also brings a lot of problems to be solved for science communication at the same time.To improve the science communication mechanism in the new media environment,not only to ensure adequate communication among the communication subject is required,but also to work hard on the content of the communication,combining the scientific content to be disseminated with the audience's interest points in addition to scientific knowledge,higher-level scientific methods,scientific attitudes and scientific culture is necessary.At the same time,feedback links in the process of science dissemination must be improved and fully utilized.