Study On The Problems And Solutions Of The Science Communication In The Context Of New Media

New media is relative to the traditional media, new media is a new kind of media form developed after newspapers, radio, television and other traditional media, using network technology, digital technology, mobile technology, the Internet, cable networks, wireless communication networks and other channels as well as computers,mobile phones, digital televisions and other terminal, to provide users with information and entertainment. New media has features of Immediacy and interactivity, sharing and mass resistance, hypertext and multimedia, community and personalized.This paper adopts questionnaires method, document analysis method, case study method and content analysis method, and uses communication theories as analytical tools to have an in-depth discussion of the main problems of science communication in the new media environment. And on this basis, the paper proposes countermeasures.First, this paper expounds what is science communication, reviews the origin of science communication, summarizes the definition of science communication, and analyses the status of the science communication in China. And starts from analysing the characteristics of science communication in the traditional media and in the new media environment respectively, and then analyzes the communicating effects of traditional media and new media, and announces the impact that the new media science communication brings on traditional media science communication.Secondly, this paper points out several major problems of the science communication in the new media environment. And the major problems are: the participants of science communication in the new media environment lack of professional skills and scientific literacy; and the weakening of “gate-keeper” leading to overloaded information and the choose-confusion of the audience; the public scientific literacy is very low, resulting in participation in science communication "gap"; and the pan-entertainment phenomenon of science communication. These problems resulted in "pseudo-science" phenomenon of science communication in the new media environment.Third, on this basis, aiming at the problems of science communication in the new media environment, I put forward some suggestions and measures that could be summarized in three aspects: the government, the media and the public.Finally, combining the problems and their solutions of the science communication in new media environment, I take the website "Guokr" for example, analyzes its successful experiences, hoping other new media organizations would use the experiences for reference.