The Difficult Position And Breakthrough Of Scientific Communication Under The Condition Of New Media

This dissertation provides a general analysis on new media and science communication. On account of the increased demand in the country, the public and the development of science, the science communication by new media is flourishing now, but it still have constraints and other problems. The science and technology association is the main role during the transforming of the science communication, which would enconter opportunities and difficulties.This dissertation analyses the internal connection between new media and science communication, exploring how the new media change the science communication and the developing trends. This paper uses the SWOT to explore the positive and negative condition of the science and technology association in the new media age, then proposing specific measures. The main body of this research summarises the predicament as three aspects:the first is the mode of transmission, which don’t adapt to the demand of public, the development of new media, and there still lacked cooperation and influence on the public between the science communication and the new media. The second factor is talent, which means the structural shortage of talents about the new media in creationg, application and promotion. The third is the system of organization, which means there lacks of some system for supervision and evaluation, invesment and industrial development, mobilization and reward, information sharing and exploitation. Since the science and technology association who’s main functions is promoting scientific literacy of the public, this dissertation provides measures on reconstructing the resource of science communication, developing talents and making policy. Finally, this paper proposes the frame how to carry out science communication with the new media in Yunnan.