Research On Science Communication Of Wechat Public Accounts Of Popular Science Organizations ——Take Science Popularization China As An Example

While the new media environment provides opportunities for science communication,it also brings certain challenges to the dissemination of scientific content.Science communication faces a series of problems,such as the serious flood of pseudo-scientific information,misleading the public;scientific knowledge is affected by economic interests and changes.It must be commercialized and entertained;scientific information is not close enough to the public,etc.Therefore,science popularization institutions must do a good job in science dissemination to help improve the scientific literacy of citizens.Through the content analysis of specific cases,this paper explores the problems and causes of science communication on the We Chat public account of popular science institutions,and proposes optimization suggestions for their science communication strategies."Popular Science China" is the most influential subject of scientific communication.This article takes it as the research object,adopts case analysis method,content analysis method,etc.,and uses its We Chat public account from January 1,2021 to December 31,2022.The articles published in 2018 were taken as research samples,and combined with the theory of "dialogue model" of scientific communication,through the analysis of its communication subject,content,mode and effect,it was found that the We Chat account of popular science institutions represented by the We Chat public account of "Science Popularization China" exists.Due to the lack of originality,lack of closeness,lack of in-depth understanding of the audience's identity change,and a single form of communication,based on the analysis of the problems and causes,put forward optimization countermeasures to help science popularization agencies We Chat public account enhance the influence of communication.The full text is divided into five chapters,the introduction part mainly introduces the research background,significance,ideas and so on.The first chapter gives a general overview of the current environment of science communication;the second chapter makes a specific analysis of the content,form and effect of the We Chat public account of "Science Popularization China" based on the content of the previous chapter;The science popularization practice of China's We Chat public account is compared with that of other dissemination subjects,and the similarities and differences are analyzed to provide factual basis for the subsequent optimization strategies;the fourth chapter summarizes the science of popular science institutions represented by "popular science China" on We Chat public accounts Problems and causes in communication;Chapter 5 proposes optimization countermeasures for the problems and causes analyzed in the previous article,by establishing a strong scientific content creation team,creating high-quality scientific knowledge,enhancing interactive feedback and improving audience stickiness.The problems of science communication in the We Chat public account of the popular science machine.