| The British scholar Francis bacon ever said that "The strength of knowledge doesn't only merely depend on the value itself ,but also depends on the depth and the scope within which it is propagated and spreads". Nowadays, knowledge is more important than that ever in the history of mankind. The development, progress and prosperity of national economy in the modern society has already depended on the ability and efficiency at which we innovate, propagate and use the central knowledge based on the science and technology. These days, the person who wants to survive and promote himself needs to possess and strengthen certain scientific quality like people should learn reading in the past years as their radical ability. Under this background, more and more governments and publics regarded scientific popularization that aimed promoting the public's scientific quality and grasping the meanings of science .At the same time, mass media gets in closer touch with scientific popularization.The thesis researches on mass media such as book, magazine, television, broadcast, newspaper and network etc. Based on documents, questionnaires and statistic by visiting specialists, the thesis analyzes the current situation of scientific popularization and researches on the countermeasure of its development. The purpose is to make base for further study on the principle of scientific popularization.Through the analysis and research, the thesis comes to the following conclusions:1. Such four major media as scientific book, scientific periodical, TV , network have their own strong points and their weak points respectively. Only by making good use of the edges of each can they survive in fierce competition and serve the public with scientific knowledge and thoughts of high quality. 2. On the current situation of scientific popularization, the diverse media have different characteristics and problems and also some commonground too. At present, each kind of media keeps on improving and perfecting in such respects as the circulation way, spread speed, spread quality and etc. constantly. Meanwhile, a large number of questions appear such as the feedback with great amount of information reiteration, low quality and lack of attention from the audiences, shortage of specialized science creators and occurrence of pseudoscience in the science popularization books. Every media should perfect themselves according to their own characteristic and the characteristics of scientific knowledge they will spread, and the current situation themselves.3. Environment impacts the masses' media spread of scientific knowledge a lot. The environment of propagating scientific knowledge consists of macroscopic and, totally two, aspects. Microcosmic environment means the audience which public media should face, while macroscopic environment means the society in which media should survive. Macroscopic environment and micro environment distinguish each other and in the other hand they combine each other closely as well. The competition among media is audience-oriented competition to a great extent. Audiences live in the large social environment, and their demand changes according to the society to a great degree. Therefore, media should pay more attention to dealing with the relation to the audience while adapting to the change of society, and it should also establish the audience-oriented concept.4. According to the current situation of popular science in our country and analysis on masses' media development environment, the thesis proposes the corresponding development countermeasure: Every media should develop in the direction of cooperation, with purpose of realizing the mutual supplement of each other's advantages, resource-sharing, reducing the reiteration by making our own fine works program through cooperation, especially paying more attention to cooperating with network. It seems better to take "human-oriented" as a breakthrough point, and to attach importance to audience's demand change and audience's feedback and to adjust propagating content and spread for... |
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