Consumerism·Science—The Change Of Science Communication In Social Media

In recent years, with the concept of Prosperity of Socialist Culture, China pays more and more attention to build up the system of science and culture. A hot topic widely spreads in the society about accelerating the ability to science communication and promoting national scientific literacy. Science communication, with the rise of social media, follows steps of new media from traditional media steps. The concept of science communication gradually shifts from one-way to multi-directional information dissemination, during which the content is no longer simple knowledge dissemination, but including scientific spirit and scientific cultural transmission. Different from the passive information receiver before, audience is more initiative and interactive faced with science. In the mass consumption society, science is no longer a cold appearance, but to use social media from knowledge consumption to cultural consumption. The improving level of consumption makes audience more and more cognizing and understanding and sharing science.The first chapter introduces the meaning of the thesis, literature review, research methods and innovation points.The second chapter introduces the historical evolution and media change of the course of science communication. The third chapter probes into the change of sense of science communication.The first section focuses on four new consumerism appearance of science communication, that is, symbol consumption, knowledge consumption, emotion consumption and culture consumption. The second section focuses on consumerism characteristics, namely the intellectual elite’s content consumption under the cognitive surplus and the sharing-oriented circular information communication mode. The fourth chapter is the criticism to science mediation in the existing scientific consumption phenomenon. Firstly, key of leaders make the public opinion out of rule in the science communication as the example of Chai Jing’s Under the Dome and the internet quarrelling between Cui Yongyuan and Fang Zhouzi. Secondly, the phenomena of alienation in science communication change the behavior of sender and receiver due to the influence of interests, reading mode and so on. Thirdly, the lack of responsibility to nature, humanism and media position arouses moral anomie in the process of science communication.Science communication should keep up with the development of mass consumption society in the new media consumption view to adapt to the new demand to media and audience with plain and close way. From Consumerism, this paper focuses on the current change and problems of science communication under the influence of social media to offer some reference for the future research of science communication.