Research Of Mass Media And Public Communication Science&Technology Capacity Building

Science and technology is the first productivity,and the quality of the citizens is the firstnational power.Therefore development of both has already become a strategic fulcrum toenhance international competitiveness. The mass media Public CommunicationScience&Technology takes a decisive role as important tools and channels in improvingthe citizen’s science qualities. Project of mass media and Public CommunicationScience&Technology capacity building has become one of the four foundational works as aplan of action,based on the national scientific quality action plan (2006-2010-2020) issuedby the State Council in2006,which is to further increase the strength and ability of massmedia and Public Communication Science&Technology. Obviously, the construction ofmass media and Public Communication Science&Technology ability,which benefits all ofus and improves the comprehensive national power of our country, is a basic and strategicsocial system engineering,in which lies in significance of the research.This thesis is composed of5chapters:the first chapter mainly introduces the researchbackground,significance, status at home and abroad, contents, methodology and thepossible innovation; the second chapter elaborates on the related concepts and basic theory,model and mechanism, with the emphasis laid on characteristics and its social function; thethird chapter analysed is the contemporary situation, problems, and introduced the way offoreign mainstream media and its enlightenment to us; the fourth chapter focuses on theadvantage and development trend of network Public Communication Science&Technology,and also the basic present situation and existing problems of our country, in which putsforward6fusion paths between network media and traditional media;the fifth chapter basedon the research and analysis puts forward9countermeasures to strengthen the constructionof mass media and Public Communication Science&Technology capacity, namely:innovating Public Communication Science&Technology theory in the mass media age,promoting co-sharings of science education resources, strengthening cooperation andexchanges of media and technology, reforming content and method,building media PublicCommunication Science&Technology brand, establishing market oriented operationmechanism, improving the communicator’s scientific quality and communicationability,strengthening construction,supervision and encouragement of the media PublicCommunication Science&Technology ability.