Research On Alternative Science Content Of The Mass Media Dissemination

The research on mass media dissemination of alternative-science content, is under the macro background of science communication, based on the investigation of mass media alternative-science content communication, summarize the current propagation situations, analysis the propagating characteristics, find out the problems and analysis the reasons from the view of Communication Science and Philosophy Science. Finally try to propose the solution strategies of such propagation problems.First and formost, this paper clear the defination of alternative-science, science communication and alternative-science communication. On this basis, comprehensively elaborated the present research stathus both at home and abroad, clearify the theoretical & practical significance, and formulate the general research method and thchnical route.Secondly, selected four representative and pertinent newspapers, "People Daily", "Technology Daily", "Science Times" and "Dalian Evening News Paper", made a radom sampling on the newsreports of science and technology, statistics and analysis the data and sum up the intuitive alternative-sciece dissemination status.Thirdly, though the induction of investigation data, comprehensively elaborated the current mass media alternative-sciece dissemination status, and analysis its propagating characteristics from the perspective of information source, commutication channel and information receivers.On this basis, proposed five parts of problems that exist in the procesures of mass media alternative-science content communication. The communication conents is ambiguity, singularity, and with a relevance with economic benefits.The information source is uncertainy and the attribute the game with the policy of commutication. And make a further analysis and explanations of the reasons leading to such problems from the perspective of Communication Science and Philosophy Science.Finally, proposed the solutions of current mass media dissemination of alternative-science content. Mainly from the scientific community, the mass media, the public, the policy control and ethical construction these four dimensions. The scientific community should strengthen the cooperation and communication with the media, and establish the public dialogue mechanism. The mass media should reinfource the science communication checks, strengthen public opinion guidance, leading the public have a correct recongnizations of scientific knowledge, play an active role of social supervision, enhance self-accomlishment and have a proper recongnization of media social responsibility. The public is advised to promote its scientific literacy accourding to Miller Systerm as a referance. Meanwhile, the related policy and regulations should be published, based on these uncompromising measures, Some counter-measures that from the ethical point of view should be formulated, in order to make a much better restriction of mass media alternative-science content communication, effective improve the current status of mass media science communication and maintain a virtuous circle.