Research On The Communication Effect Of "China Science Communication" WeChat Public Account

In the historical process of science and technology communication,the birth and development of new media have not only promoted the mutual communication between scientists,but also enriched and deepened the information transmission path between science and the public.Science communication is gradually becoming diversified and interactive.In orderto adapt to the fragmented information intake habits of audiences with different characteristics,it shows a certain degree of immediacy and individuality.As a representative of the new media,the We Chat public account is becoming the main channel forpeople to obtain scientific information.Therefore,it is particularly important to deeply explore the communication effect of the scientific We Chat public account.This article takes "Science China" as the object of study,adopts content analysis methods,and samples its We Chat public account articles in 2020,and finally selects 664 articles as the research sample.By analyzing the current status of the media saliency of the article and its influencing factors,and then gain insights into the influence of the production framework,content framework,art framework,media saliency and otherindicators on the communication effect.In this paper,SPSS software is used fordata collection and statistics,and descriptive statistics,analysis of variance and ANOVA test are used forfurtherdata analysis.Through research,it is found that the source of information,scientific data and voice interpretation are significant factors affecting the prominent level;the time of publication,scientific topics,popularscience topics,presentation methods and voice interpretation are significant factors affecting the attention level;article title sentence pattern,popularscience topics and The presentation method is a significant influencing factorat the dimensional level.Article title sentence pattern,scientific theme,authoritative opinion,presentation method,language style and media salience are the significant influence factors of communication effect.Finally,this article combined the research results to point out the problems and reasons in the We Chat public account of "Science China" and propose countermeasures.