Research On The Strategy Of Scientific And Educational Television Programs' Dissemination

In the 21st century, competition for talent becomes a new focus of international competition. With the concept of talent changes, the science literacy has been becoming the important component of talent quality. Citizens science literacy, also has becomes a new and main index to measure the international competitiveness of a country. Due to the historical and realistic reasons, the level of citizens science literacy is low in China, which seriously affected China's overall international competitiveness.Scientific and educational TV programs, as an important carrier of information transmission, plays an important role in the process of improving the citizens science literacy. However, China's development is not satisfactory, the quality of programs, uniqueness of content, transmission channels, the application for evaluation standards etc, there are obvious shortcomings. These will inevitably influence the scientific and educational TV programs and the realization of TV program communication effect. Domestic TV programs used to do science research and pay too much attention to phenomenon, the reasons behind the phenomena are lack of systematically understanding. Therefore, from spreading present situation, discussing the reasons behind, and breaking through the phenomenon with communication strategy, seeking new ideas for further development of science TV programs are particularly important.In this paper we used literature study, case studies and system research and combine theory with practice, and the method of comprehensive use of communication, pedagogy, sociology, psychology, aesthetic theory knowledge. Thesis mainly from the following aspects:First, with the domestic and international public access to knowledge and public science literacy, comparative analysis, I realized that the our country public low level, science literacy spread are still not enough for science and public demand contradictions, and both scientific and educational television transmission are important means of resolving contradictions.Second, this paper methodize the development course of scientific and educational TV programs of our countrys', and illustrate its main transmission platform based on four aspects. Main communication platform for science and education TV programs provided the necessary living space, but the science and education of our country TV programs. The overall program quality is low, content homogeneity serious, transmission channels are too onefold, the evaluation standards are too absolute seriously restricted the further development of science and TV programs.Third, scientific and educational television programs, the development situation of the downturn, are from behind each factor transmission link. Disseminator "elite" creation concept and the "creation" look, ignoring the evangelist and perspective by equality relations; The public science literacy and low audience differentiation did not meet the needs, hinder the development of science TV programs; Science and education content are abstract and solemn face, making audience and programs being produced over distances; TV medias are "flit sex" and "visual", and the characteristics of science are in conflict; But ratings and "disseminators standard" two external factors, making television pursuit of science communication effect occurs, hampered the distortion of science TV show development.Finally, in view of the development of science and TV programs from communication strategy, specific difficulties input forward the corresponding countermeasures. Narrative strategy used focus on the ascending program quality; The audience level in a different strategy, aims to grasp the program meet different requirements and promoting the competitiveness of programme market; depending on the strategy is to guide the audience's attention from numerous program resources toward, science and television ratings orientation; Replay strategies from fixed, clipping, seriation, column on the ideas to mining, the vitality of the premiere show all did not pass two degrees resources to achieve by; The media is in recognizing fusion strategy under the premise of opportunities and challenges, using new media broaden program living space; Multiple evaluation strategies take timeliness, credibility, influence into science and education evaluation system, TV ratings supreme "break" only limited, strive to build a science TV show good competition environment. Various communication strategy for ascension and the application of science, add to the comprehensive competitiveness of TV programs to maximize communication effect.This paper is to provide previous research results of itself, combined with the program using propagating process of actual, and sort out relatively complete, the system of communication strategy for our TV programs, science development provides referential experience.