| Nowadays the media industry is developing very quickly in China, But there are very few progress for the popular scientific magazines, and they become a extreme weak rings on the media chains, which is so different from the situation in 1980's,In that period, under the social trend of though of "Learn science, love science, use science" and the increasing needs of the people, which greatly stimulate the publication of popular science magazine. The magazine of "SCIENCE PICTORIAL" has a circulation of over one millions, which record is very difficult to break for a popular science reading material in the present time.The publication of popular science magazines meets a huge revolution in the fast changing of the media market, in which the science magazines publications have been pushed objectively. Apply them to the market that make challenge situation between them is confirmed to be true. This is definitely a new lesson for either publishing company or their governmental supervisor .The circulation of many kinds of pop science magazine get seriously decreased under such influence, Some of them even suspend and drop the scientific field under such influences.The above difficulties are caused by the change of macroscopically environment of both market and society, with the interior management and administration problems in the publishing companies. First, the power of science popularization in China is not strong without thesupport of investment. The level of scientific accomplishment for our readers could not be raised, which is not fit for requirement of the high-speed global developing of technology. A big part of readers have a few capabilities to understand and master the technique information in present times. The readers, the life of magazines, are no longer interest in the knowledge of science, which is being impacted by the variety kinds of contents in pop media.Secondly, the popular science magazines themselves contains serious disadvantage, The location of their readers in either student reader or social reader is uncertain, the location of their market is unsuitable, blind, without discretion. The progress of the content is unfit the daily increased readers' reading level. Together with the poor publication and sale tactic, All above element put the popular science magazines publication fully in a poor situation of development.A large number of pop science magazines are finding their ways to get out of the trap actively by either making modification or raising the quality of magazines themselves or find international co-operation for improvement. But after years of efforts, Most of them did not get rid of the hard positions except the magazine of "China national geography" .So to find the real root reasons of this problem and find a real suitable way to improve become an urgent mission in front of us.This essay, based on above situations and problems, analyzes andcompares the popular science magazine developing ways in the aspect of countries and periods by using the achievement and research result in theory for reference. It describes exactly the difficulties that the popular science magazines meet and the reason that make it happens. By the example of "China national geography" and "Newton scientific world" The essay tries to give some pieces of advice on the future outlook of way out. |
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