Research On The Communication Of Science Via SNS

With the arrival of new media age and improvement of public science quality, science communication in China has entered the era of public understanding of science and advocates democracy and participation. The rapid development of new media has provided technical means for science communication of this period, which makes the form of science communication begin to change greatly. Particularly, the emergence of Web2.0 technology provide a platform for the public to have a direct dialogue with the scientists, which allows the public to express their opinions on scientific issues freely.Based on Web2.0 technology, SNS(Social Networking Site) has a larger audience groups and relatively broad influence. And also, science communication SNS has showed different characteristics from the traditional forms in respects of content, subject, audience, and communication mode. For example, the content becomes more entertaining, the boundary between the audience and subject is blurring, and communication between scientists and the public are greatly enhanced. On the other hand, SNS itself has strong commercial attributes, social attributes and mass entertainment properties. In addition, the content production of SNS science communication is mainly dependent on users, but the site managers. These make SNS science communication mixed with a irrational characteristic. Therefore, to some extent, the rational feature of science communication is weakened. Besides, the objectivity feature of science communication also limit its profitable ways. How to make a balance between rationality of science and irrationality of SNS communication, and between objectivity of science and commercial nature of SNS, it is a question that needs to be treated cautiously. To solve these conflicts, the fifth chapter of this paper advances several suggestions, about strengthening site management, attracting more participation of scientists, and seeking new feasible profit-making ways.