Research On The Image Of Scientists From The Perspective Of New Media

Science communication is not only the dissemination of scientific knowledge,but also includes the dissemination of scientific methods,scientific thinking,scientific culture and the understanding and grasp of the interaction between science,technology and society.Among them,the recognition of the image of scientists is an important part of examining the relationship between science,technology and society,and also an important content of science communication research.As the subject of scientific activities,scientists are producers,promoters,and important forces of scientific knowledge,scientific and technological progress,and science communication.The public's perception of the image of scientists has a direct impact on the public's attitude towards science and even on the formulation of scientific policies and the development of scientific activities.With the development of the times,the nature and scale of science have undergone qualitative changes.However,there is a tension between the stereotyped impression and the realistic image of scientists.As a social product,the image of scientists is not invariable,and the cognition of the image of scientists is a dynamic process of change.In the new media environment,the information channels about the image of scientists are more diversified,and the public's cognition of their image will be more three-dimensional.Enhancing the rich cognition of the image of scientists can enhance the public's profound understanding of the nature and spirit of science,deepen the public's comprehensive understanding of scientific work,and enhance the public's sense of scientific cause.This article selects the most typical Sciencenet Blog in the new internet media as a case for empirical analysis,selects samples based on the Sciencenet Blog,and comprehensively analyzes the image of the scientists of the Chinese Academy of Science.It is found that the scientists in the Sciencenet Blog is the explorer of scientific truth,the reflector of science education,the communicator of science and culture,or the ordinary individual of society returning to life.The image they presented in the Sciencenet Blog was comprehensive,rich,and full,and the image of the scientists in the Sciencenet Blog was inseparable from the new media environment and communication characteristics on which the Sciencenet Blog was based.Through the empirical analysis of the image of the scientists from the perspective of the new media,the cognition of the image of the scientists from the perspective of the new media on the internet is presented.Based on this,the influence of the new media era on the image of the scientists is explored and in-depth reflection is made.On the one hand,the new media era has surpassed the image of scientists in traditional media.From stereotypes to multiple cognitions,the image of scientists has become richer and richer.On the other hand,the characteristics of the new media era have brought opportunities as well as shaping the image of scientists.It brings challenges,and puts forward corresponding construction strategies based on the characteristics of communication in the new media era.This article attempts to start from the perspective of the new media based on internet technology,and research the image of scientists from a new perspective to enrich the connotation of it.At the same time,it provides a way of thinking for scientists in the main force of science communication in image construction and how to use communication methods.Take this as an opportunity to promote the positive interaction between scientists,the public and the media,better promote science communication,and deepen the public's understanding of science,technology and society.