Research On The Technological Communication Mode And Innovation Strategy In The New Media Environment

The combination of technology and communication constitutes the communication of science and technology,which is a product of human civilization,and is related to science and technology communication and development,social progress and the promotion of comprehensive national strength,etc.It plays an important role in China's social material civilization and spiritual civilization construction.Media is the main means of science and technology communication,which is responsible for the dissemination of scientific and technological knowledge,the improvement of the public scientific literacy,and the promotion of the national innovation and development.In the traditional media environment,journals,magazines,newspapers,radio and television,as the main force of science and technology communication,has always followed the top-down model of transmission.But in recent years,with the rapid development of new media,a great changes have taken place in the ecological science and technology communication.On the one hand,the application of the new technologies such as large data,VR have revolutionized the means to spread the communication of technology,enriched the forms of it;On the other hand,the rise of we-media platforms,such as Microblog and WeChat,has broken the top-down communication mode,enabling the public to participate in the dissemination of science and technology communication,and even become the subject of science and technology communication;With the influence of traditional journals,magazines,newspapers,radio,television and other forms of technology having been weakened,new media and the traditional model of technology communication have formed a subtle confrontation in their respective development.This study was conducted through literature analysis,online ethnography,questionnaire and online interview.Based on a vast amount of literature,through the method of logical analysis on the domestic and foreign research results of the dissemination of new media technology,it points out the advantages and disadvantages,so as to find the starting point and the direction of this study;Through the method of network ethnographic observation and research of new media communication platform,with the method of questionnaire,it analyses the change of science and technology communication subject,channels,content and audience of the new media environment systematically And on the basis of communication of science and technology,it established a new mode of transmission of science and technology under the new media environment.