The Research On Modern Mass Media's Science Popularization Function

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.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. 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 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 inaccurate science information has been spread while some anti-scientific and pseudo-scientific information has been diffused by some mass media. Some special 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.Since 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 is fully harmonized with audience, and the economic benefits be integrated with social benefits so as to improve the science popularization function of mass media.