The Science Communication Media In The View Of Cross Symbol Study

Science,the term traditionally referred to the complicated academic fields such as astronomy,physics and nature mysteries where there is no role for common citizens to play,is now being utilized in the more ordinary life scenarios under the fast development of modern technologies.The significance of science communication emerges when the social scientific topic such as haze and transgenes,erupts in public society.However,our attention is also brought to the fact that an equal and reasonably understandable communication hardly happens between the experts and common citizens due to the huge discrepancy with respect to the choice of scientific topic and narration method in the process of production of science communication resulting from the enormous difference of knowledge background and value judgement between experts and common citizens.In fact,science communication relates to the comparison and cross over between two cultural systems,science and arts.Either symbol systems,linguistic systems or cultural systems,they all carry a systematic and structuralised meaning system.The delivery of meaning is a cross-symbol process,and a cross-symbol study is a research of deepening the recognition of symbol system through highlighting the distinguishes between two symbol systems by the way of unearthing the exchange process between them.Since the social calling for democracy permeates into science communication,the government has stepped out and the mass media begins to play a significant role as a bridge between science and massive citizens.Moreover,in this online media century,scientific websites have become the most popular communication method and Guokr.com is the most representative one among them.The arisen question is how does the science communication media develop and prosper itself through maintaining its market and establishing its domain,at the same time of taking the responsibility of pushing forward the science communication through involving more citizens and promoting the interaction between scientific experts and common citizens?This article takes the macro-view as a general designer of the industrial chain and regards the science communication media as a platform of culture industry which combines designer,producer,seller and buyer together.By analysing the most representative actor in this field Guokr.com under the communication grand theory of cross-symbol study,this article attempts to(1)analyse the static structure of perception,symbol,narration and discourse from the micro points by the corresponding utilisation of cognitive psychology,media studies based on cognitive psychology,semiology(especially pedigree axis and adjacent axis),how to tell a story and Foucault‘s archaeology and genealogy study with respect to the influence of power and authority;and(2)analyse the dynamic action under Lasswell‘s 5W mode: “who”,“say what”,“to whom”,“in which channel” and “with what effect”.This article summarises the advantages and disadvantages of the science communication media in our country which is represented by Guokr.com by the view of communication theory and comes up with some advice: for product – to reduce the difficulty for first time users and clearly point out the core product;for content – to pick up key terms and tell a good story on the basis of professional authorities;for marketing – to multiply and broaden channels and establish a professional and kind brand image;for strategy – to set up a cultural industry cooperation platform and utilize a light-capitalized profit mode.