Research On The Sci-Tech Channel Of Sina

The ever-changing technology improved the development of Internet, and network media is more and more important in all areas of society, including in the role of sci-tech communication. The sci-tech channel of portal is not only an important means of attracting audiences, but also a powerful weapon in competition and a way to promote public scientific literacy. Sina is one of China's most famous portals. It has an important position in network media, and its mode of communication is representative.As one of Sina's channels, sci-tech channel plays an important role in its establishing and development, and it has its own characteristics on form and content in sci-tech communication. The sci-tech channel of Sina makes its forms serious and strict, witch is harmony and unification with the technology and it improves the forms constantly. These forms include page, column, interaction, the use of color and so on.Through the study we found some phenomenon.First, the quantity of information is great. Second, most of the sci-tech information copied from other media. Third, all kinds of ways are used to communicate information. Forth, the reporting fields focus on IT. Fifth, the length of most news is short.The sci-tech channel of Sina reflected many characteristics on transmission quality, transmission mode and transmission path. The quantity of in formation is great. The content is comprehensive. Time effectiveness is perfect.The immediate reporting is pursuit. Most of the news is integrated with other information, while original news is also valued. It forms dynamic situation because of the interaction with other media and the audience.There are some problems in the communication of sci-tech channel. First, massive information leads to ineffective communication. Second, paying more attention to integration leads to lacking of originality. Third, the content of reports tends to be entertainment and vulgar, which should be rigorous and scientific. The correlation of linkage is low. There exists some tendency in selecting new.To solve these problems, Sina should improve its communication and influence in edition and content. First, strictly check on information to enhance the credibility. Second, the expression should be more rigorous and scientific. Third, all fields and all kinds of science topic should be attention to. Forth, pay attention to scientific method, scientific spirit and humanism in order to Increase public scientific literacy.