New Problems And New Strategies Of Science Communication In The Era Of We Media

Traditional mass media was regarded as an important transmission medium by Science Communication for the public for a long time.That's why traditional Science Communication is with characteristics of one-way propagation and didactic.In recent years,the development of We Media has brought new vitality to Science Communication and limit of public participation in Science Communication is further reduced.The change of Science Communication mode occurs as follows.Media ecology evolved from authoritarian to democracy;Spread pattern gradually lost center;Organized production of information turns to be a socialized one.A blend of Science Communication and We Media brought new trouble to Science Communication.Generalized communicators and the absence of experts reduce the credibility of Science Communication;The content of Science Communication is lack of scientific and objectivity due to participants' shortage of scientific knowledge and the abuse of sensational tactics;Communicators and recipient blend together weakens information check,open and interactive discussion makes public opinion lost focus.We Media is a double-edged sword,it brings new problems to traditional Science Communication and it also provides a guideline to solve new problems.Combined with We Media's features and existing Science Communication theory,problems can be solved from the following three aspects.To achieve a transition from "Democracy Model" to "Science Model" is the primary task.On one hand,replace one-way communication with two-way communication,stress the equal status of science and the public and encourage public participation.On the other hand,scientific community should protect the public's rights to know,to inform scientific risk instead of covering them.Secondary,to construct an interactive dialog platform among experts,media and the public.To guarantee timely and effective dialogue between science and the public,normalization dialogue mechanism is needed .Participants' status changed in the era of We Media,a brand new participants' relationship is facing reconstruction.Thirdly,make specification of propagation behavior for We Media.Compared with traditional media,media regulation is absent for We Media,especially in the field of Science Communication.Therefore,to establish self-regulatory mechanisms for We Media and distinguish levels of communicators by their propagation behavior are of great significance to the improvement of the quality of scientific information .