传播媒介变迁与科普应对——基于受众需求变化的视角

在互联网普及和社会公众需求发生变化的背景下,科普媒介也随着时代的变迁不断革新。从传统科普到公众理解科学再到科学传播,科普作为一种提升公众科学素养的实践活动,其传播的媒介也发生着变化。文章从科学传播的受众,即人的需求视角,通过梳理科普历史演进中传播媒介的变迁,阐明基于不同传播阶段受众需要变化而引发媒介的变化,进而分析目前新媒体平台作为科学传播新媒介的必然性,同时也分析了基于受众需要视角在新媒体平台开展科学传播存在的相关问题,并针对问题提出相应的对策。

The change of scientific media and the response of science popularization: based on audience demand perspective

With the popularization of the Internet and changes in the needs of the public, the popular science media has also been innovating with the changes of the times. From popular science to public understanding of science and science communication, science popularization as a practice to enhance public scientific literacy has changed the medium of its dissemination. From the perspective of audience needs of science communication, that is, from the perspective of people''s needs, this paper sheds light on the changes of media in the historical evolution of science popularization, clarifies the changes in the audience needs based on different stages of communication, and thus triggers changes in the media; then it analyzes the necessary of new media platform being a new medium for scientific communication. At the same time, the paper analyzes the current issues related to science communication under the new media platform based on audiences'' needs, and proposes corresponding countermeasures for the problems.