Study On Science Communication Of The Wechat Official Account Of Science And Technology Daliy

In the era of new media,science communication has transformed from deficit model todialog model,and public participation has become a significant issue of modern science communication.At the present stage where science communication lays especial stress on interactivity,wechat official accounts has become a crucial factor how traditional science media merge the dominance of new media and the professionality of tradition media.In June,2016,Science and Technology Daily,a national journal in China,opened up its official account(known as “kjrbwx”),promoting the science and technology information output.Teasing out science communication at home and abroad and research on new media transformation in newspapers,this article applies science and technology journalism theory,uses and gratification theory,gatekeeper theory,acculturation theory,theory of knowledge communication and other theories in communication,sociology and psychology to analyse the science communication initiated by kjrbwx,regarding 1249 samples pushed out by kjrbwx and 1314 samples pushed out by Guokr42,the wechat official account of Guokr.com,as empirical analysis support.The article tries to do the analysis by means of content analysis,comparative analysis and other research methods in aspects of propagation force index,media significance,push content and the audience relevance.This article finds out that media significance,push content,push form and audience relevance are remarkable influence factors of the propagation effect of the articles pushed out by kjrbwx,while push content,push form and audience relevance are remarkable influence factors of its media significance.On the other hand,several existing major problems of kjrbwx are that its push content doesn't cater to audience's needs,and its push form is not so innovative.Additionally,its propagation model is deeply rooted in single output.Matters mentioned above can be mainly ascribed to the specialization constraint to media attribute,the changing role of the audience and the limitation of the new media literacy of producers.Based on empirical analysis results and problems discovered,this article proceeds from three aspects which are content of communication,communication capacity and media services and interactivity to propose several countermeasures such as expanding the longitudinal and latitudinal dimensions of communication content,accelerating total media transformation,accomplishing refined services and bilateral interaction via big data.of the abstract.