Research On The Media Presentation And Communication Effect Of Scientific Weibo From The Perspective Of Science Communication

According to the 2018 report on the construction of Chinese citizens' scientific literacy,it shows that the proportion of Chinese citizens with scientific quality reached 8.47%,from this you can read the necessity of Science Communication.In the new media environment,the system and mode of Scientific Communication also began to change,but the government remains the leader of Scientific Communication,and it is responsible for improving the scientific quality of the public.The folk scientific organizations represented by the Guokr entered the climax stage of development.The research select the government's science weibo represents China Science Communication and the folk's science weibo represents Guokr,it mainly makes a comparative analysis on the Media Presentation and Communication Effect of the two weibo,and find out the factors that affect their Scientific Communication,and puts forward reasonable suggestions.This research is divided into six parts:The part1 is the introduction,It mainly introduces the research origin,research significance,literature review and other related background materials,the Content Analysis is applied as the main study method.According to the research content,the category is constructed into three parts: scientific content report presentation,scientific content credibility and audience interaction,the scientific content report presentation includes seven variables:scientific content,weibo source,weibo type,headline pattern,headline rhetoric,reporting mood and reporting attitude.The scientific content credibility includes three parts: the source community,the source of the quoted materials and presentation of opinions.Audience interaction includes three indicators: number of forwards,number of comments and number of likes.The part2 is the analysis of the Media Presentation content of China Science Communication and Guokr.It mainly analyzes the data of the scientific report content presentation,and finds the differences between China Science Communication and Guokr in Media Presentation.The part3 is the Content analysis of Communication Effect of China Science Communication and Guokr.It mainly analyzes the data of Communication Effect of content credibility and user interaction,and finds the similarities and differences of ScientificCommunication Effect between them,and uses ANOVA to analyze the factors affecting user interaction,which paves the way for the next analysis of Scientific Communication Effect.The part4 is the Analysis of Media Presentation Characteristics of China Science Communication and Guokr.Based on the data analysis results of the part2,and combined with the text analysis method,analyze the samples of China Science Communication and Guokr,The result found that there are some differences in the the presentation of scientific topics,the presentation of weibo scientific content and audience interaction.The part5 is the factors that influence the Communication Effect of China Science Communication and Guokr.Based on the results of the ANOVA analysis,combined with the text analysis,it found that the communicators and communication content,both also have some differences.In terms of users,combined with the users' own professional level to analyze the factors affecting the Communication Effect.The part6 is conclusions and recommendations.Through the analysis of the factors influencing the Media presentation and Communication Effect of China Science Communication and Guokr,and providing reasonable suggestions for them respectively.