The Study On Mass Media's Science Popularization Function In Market Economy

Mass media is a dominant means of science popularization. In order to enhance the scientific and cultural quality of all citizens, 'The Law of Scientific and Technological Popularization of PRC' provides that mass media should shoulder the responsibility to popularize science and technology.Under the impact of market economy, mass media is undergoing tremendous changes. It has been a consensus of the media industry that the business operation should follow the economic rules. Facing the fierce competition, mass media has witnessed not only the unprecedented development but also some problems. For example, over-popularization leads to vulgarization and. And the act of attracting the audience unscrupulously leads to the weakening credibility of the media itself. What's worse, science popularization function of mass media in particular has been weakening in the fierce competition. For instance, some science information has been spread inaccurately while some anti-scientific and pseudo-scientific information has been diffused by some mass media. Some special sections or columns for science popularization have even been canceled.The basic scientific and cultural quality of citizens will affect not only their own living and development, but also the construction of a nation's economy and spiritual civilization. With the development of science and technology, citizens' demands for science and technology will become increasingly stronger. The mass media, as the main channel for citizens to obtain scientific and technological information, should play its due role.On one hand, the public service feature of science popularization function of mass media determines its value to improve its social image. On the other hand, the commercial function of mass media itself determines the commercialization of such a scientific popularization to different extent, which forces the scientific popularization to strive towards the criteria of news selection in content selection and easier for audience to accept. Yet it may also cause some anti-scientific problems in transmission. It will help improve the effect of transmission and facilitate to solve the current cash shortage if the science popularization function of mass media is carried out following the rules of market economySince the cause of science popularization is a public welfare undertaking, it requires a feasible and powerful policy guarantee to build up the mass media's science population ability. In order to meet the public demands for science popularization and the market demands of subdivided audience, rules of transmission science must be followed, media be...