The Cognitive Construction Of Media In Our Scientific Report

As a primary productive force, science and technology plays a decisive role in the development of national economy and society. But whether it can be turned into actual productive force, the key point is communication effect in which mass media is a core force. Scientific report has been a main channel of scientific information for the public in some extent, its cognitive construction determines the science cognition ability of the public and influences their decision behavior related to science.But the reality of our scientific report reflects some problems of the cognitive construction. Compared with the popularity of mass media, scientific information is hard to be popularized because of its preciseness and specialization. It requires more scientific literacy for science reporters and media audients to understand scientific information. In fact, the crux of the problem is just"the structural absence"of science reporters and the low-level scientific literacy of the media audiences. In addition, when choosing angles and subjects, mass media is inclined to make"agenda setting"because of its nature. In fact, the cognitive construction of media in scientific report is determined by its role orientation, discourse traits and appeals of reports.Under such a background, mass media can hardly achieve the absolute cognitive construction of science and technology in scientific reports. First, there is a great gap between cognitions of mass media and scientific circle, so that scientists and science reporters can hardly understand each other's contents and forms of cognition construction. Secondly, science reporters choose certain information basing on its newsworthiness just as the same situation of reports of other fields. Mass media judges the newsworthiness basing on its proximity and whether the information is interesting because the language of science and technology is not smooth and apart from daily life.Moreover, under the background that"audience-central concept"is developing into"public standard", the audient's interests and knowledge structures will influence reporters' choice of topic. Just because of low-level scientific literacy of the public and the difficulty for them to acquire scientific knowledge, mass media is likely to cater for public's tastes. And at the transformation period, mass media is influenced by our market and competitive mechanisms and scientific advertisements become more and more popular so that public interest is replaced by commercial interest.The rise of modern media technology brings opportunities to Chinese scientific report and challenges to the cognitive construction of media. The boom of disintermediation of scientific report and the mass information links successfully avoid the cognitive construction difference which is caused by cultural gap. Moreover, it helps media audience to easily and comprehensively understand the scientific and technology information. Furthermore, accompany the rise of many new media, such as the Internet, scientific report is developing from"popularization"from"specialization".Traditional mass media aims at the whole public audience and make the average scientific acquisition as its standard, but new mass media makes the"specialization"of cognitive construction come true. Because of the technical advantages of the new media, traditional scientific report is facing a crisis that its audience is becoming less. Traditional media has the language advantage and new media has the technical one. The combination of these two advantages brings new opportunities for the cognition construction of scientific report.