Research On The Publishing Of Popular Science Bestsellers Under The Internet Environment

Popular science books play an important role in the dissemination of scientific knowledge and scientific spirit.How to make good use of popular science books for science communication in the Internet environment?Starting from this problem,this paper selects popular science bestsellers as the research object,and focuses on the analysis of popular science bestsellers publishing and science communication under the Internet environment.The popular science bestsellers selected in this paper are among the top 100 popular science books in sales volume since the three major e-commerce sellers-dangdang,amazon and jd.com,started to establish separate sales lists of popular science books in 2017.This paper analyzes the theme,author and publishing market of 182 bestsellers by means of content analysis,comparative analysis and case analysis,focuses on the new changes brought by social media technology in the era of Web2.0 to the"communication subject","communication medium" and "communication form" of bestsellers.Finally,from the perspective of science communication,this paper summarizes some new explorations and contradictory dilemmas of popular science bestsellers from traditional popular science to new forms of science communication,and provides references for the future development of popular science books.The publication and dissemination of books has obvious epoch characteristic,and will present different characteristics in different technological environments and social contexts.In the Internet Web2.0 environment characterized by connectivity and openness,new changes have taken place in the communication subject,media and forms of popular science bestsellers.Specifically,"grassroots" writers become an important part of content producers,network popular science works enter the best-selling field,highly node-oriented people become important book information communication media and play different roles in the communication process,and scene-oriented communication forms more adapt to the aesthetic needs and use habits of the audience in the era of mobile Internet.From the perspective of science communication,these new changes are the beneficial explorations made by popular science bestsellers to adapt to the current transition from communication to science communication,and highlight the importance of popular science books in providing a space for consultation between science and the public.But at the same time,as a"business" of culture,media properties of books and the best seller's popularization,marketization nature and there is inner conflict between the requirement of science communication,break the dilemma needs must press on the basis of the grasp market demand balance the good social efficiency and the market efficiency.