Research On Transmission Effect Of Popular Science Websites In Our Country

Based on the background of Chinese network sci-tech communication, this paperexplores the current development situation of Chinese science popularization websiterespectively from the macroscopic and microscopic perspectives. Combining therelevant theories and knowledge of mass communication and science&technologycommunication, it conducts the questionnaire survey on the common network audienceand the stable audience of popular science website, to investigate the currentcommunication effect of Chinese popular science website from the view of audience. Itis believed that:1. For the common network audience, the science popularizationwebsite realizes the communication effect in the cognitive field to a certain extent andfurther affects part of audiences’ attitudes and behaviors;2. To some degree, the sciencepopularization website achieves the communication effect in the aspects of the stableaudiences’ attitudes and behaviors;3. The stable audience still have low degree ofsatisfaction on Chinese current science popularization website construction;4. Thecontent, form and the construction of the science popularization website as well as itspublicity will affect the realization of the communication effect. On this basis, itanalyzes the factors which have influence on Chinese science popularizationcommunication effects. The factors are mainly the weak atmosphere of communicationenvironment, the various qualities of the communicating team construction, theinsufficient development of communication media advantages as well as the audiencequalities to be improved. Finally, according to the conclusion above, it proposes thecountermeasures to enhance the communication effect of the science popularizationwebsite.Principle methods used in this research include:1. Literature study: academicachievement and related literature is collected and reorganized to lay a theoreticalfoundation for later study;2. Case study: cases of three webs, i.e. Science Squirrels,Science Museums of China and Science and Discovery Channel of Sina.com areanalyzed on their contents, presentation patterns, and special functions.3. Questionnairesurvey: it’s targeted at audience of regular webs and science webs respectively to evaluate effect of science communication from audience’s point of view.4. Textanalysis: texts and patterns of science websites like Science Squirrels, ScienceMuseums of China are analyzed, in combination with survey results, to summarizefactors influencing effects of science communication websites.In this study the author innovated a questionnaire survey as first-hand information,to analyze communication effect of china’s popular science websites. Besides,compared with former research on science websites, the author divided audience intoregular web audience and science web audience, and analyze them separately in order torepresent communication effect of science webs in our country. Together with contents,patterns of existed science websites and communicational and science communicationalknowledge, factors that are holding up the communication of science websites in ourcountry are summarized.