Research Of The Scientific Communication System Of Guokr In The Context Of Media Convergence

Since the Chinese economic reform and open up,science communication in China has also turned into a new stage.The Law on the Popularization of Science and Technology of the People's Republic of China promulgated in 2002 clarified the importance of scientific popularization and the improvement of the scientific and cultural quality of citizens.Pointed out that popularization of science is public welfare undertaking,is also an important content of socialist material civilization and spiritual civilization construction,the development of scientific popularization is the country's long-term task.In terms of the current situation of the world's science communication,science communication has gone through three stages,respectively are traditional popularization of science,public understanding of science and reflection of scientific communication.In the background of the media convergence and the continuous development of Web2.0,science communication activities in China have become increasingly frequent,especially the fast development of civil science communication institutions,which making the public's attitude towards science began to change,used to be fear and dare not close,but now actively take part in scientific and technological activities,set scientific policies,and cooperate with scientific research institutions.In 2008,the public science popularization organization of Songshuhui-Association of Science Communicator established and changed China's communication ecology of civil science.In 2010,Guokr established on the basis of Songshuhui-Association of Science Communicator,just a few years to become the backbone of civil science communication institutions,not only improved the internet terminal and wireless terminal of the scientific propagation path,also founded the Guokr reading,MOOC College,O2 O and a series of popular peripheral products,formed a complete communication ecosphere.The Guokr's audience will be targeted in the young highly educated groups by Ji Shisan,the CEO of Guokr,through a variety of communication channels,interesting science articles and the concept and purpose of "let science interesting" to make science communication become an easy and entertaining thing.This paper starts from the theoretical history of science communication,through the content analysis and the case study,confirmed the whole communication system and structure of Guokr from the angle of the communication channel,at the same time,through the analysis and discussion of the communication elements and the brand management,the paper studied innovation of the scientific propagation path and pattern of Guokr compared with traditional popularization of science,provided opinions and proposals for the structure of future development,and also provided some enlightenment for the development of the Chinese civil science communication institutions.