Research On The Audience Of Science Communication Wechat Public Accounts

Under the background of the strategy of “innovation-driven development”,implemented by our country,the cause of Science Communication has received more and more attention.Science communication undertakes the significant mission of popularizing science,technology and scientific knowledge,and it has urgent development needs.In the field of new media,WeC hat public accounts with a large user base is a very typical channel of communication.The WeChat public accounts of science communication,which are based on scientific information and popular science knowledge,have a strong development momentum and a wide range of influence.They have gradually developed into a major new media position for science communication.User thinking is the core of internet thinking.For new media,the status of its audience is rising.Only by grasping the characteristics and needs of the audience can the communication subject improve the communication strategy,expand the scope of communication,and enhance the influence of communication.The research on new media audience is at a stage of continuous development and its importance is increasingly prominent.This study takes the audience of science communication WeC hat public accounts as the research object.The theory of “Maslow's Hierarchy of Needs” and “Uses and Gratifications” are the basic theoretical supports.Combining the four quantitative and qualitative research methods of deep interview method,questionnaire survey method,literature research method and field observation method,investigate and analysis the group structure,usage behavior,willingness to use,motivation of use and demand satisfaction of the audience of the science communication WeChat public accounts.According to the survey results,a descriptive analysis and summary of the basic situation of the public communication WeChat public accounts' audience is made,and the correlation between the audience's willingness to use and the satisfaction of the use needs is analyzed.The study has found that the satisfaction level of audience entertainment needs and knowledge needs affect the audience's willingness to choose and the willingness to constant use.In view of the audience characteristics and main use requirements of the WeChat public accounts of science communication,from the perspective of public communication and audience standard,the author puts forward four suggestions for the operation of the sciencecommunication WeC hat public accounts: grasping the balance of fun and science,and suppressing over-entertainment tendency;attaching great importance to the improvement of content production capacity and communication level;opening more public account functions,strengthening interaction;persisting on the audience-based thinking and paying much attention to audience needs.Based on these,we can think about how the WeC hat public accounts of science communication can operate and spread better.