我国科普网站传播效果研究
发布时间：2018-07-16 18:36
【摘要】：本论文从我国网络科技传播的背景出发，分别从宏观与微观的角度梳理出目前我国科普网站的发展概况。结合传播学、科技传播学相关理论和知识，分别对普通网络受众和科普网站稳定受众进行问卷调查，从受众角度考察目前我国科普网站的传播效果，发现：1、对于普通网络受众，科普网站对他们在一定程度上实现了认知层面上的传播效果，并且进一步影响了部分受众的态度与行为；2、科普网站一定程度上实现了对稳定受众在态度和行为层面上的传播效果；3、稳定受众对当前我国科普网站建设的满意程度不高；4、科普网站的内容、形式以及自身的建设与宣传会影响到传播效果的实现。在此基础上厘清了影响我国科普网站传播效果的因素，主要有传播环境氛围薄弱；传播者队伍建设总体滞后；传播媒介优势未能充分发挥；受众自身科学素养有待提高等四个方面的因素。最后根据前面的结论提出了提高科普网站传播效果的对策。运用的主要研究方法有：1、文献研究：对目前国内相关的学术成果和文献资料进行收集和梳理，为后期研究打下理论基础。2、个案研究：选取“科学松鼠会”“中国科普博览”“新浪科技频道”三家网站作为个案，分析其网站内容、表现形式以及特色功能等。3、问卷调查：分别针对普通网络受众和科普网站的受众进行问卷调查，从受众的角度考察其科技传播的效果。4、文本分析：对科普网站的内容、形式等进行文本分析，结合问卷调查总结归纳影响科普网站传播效果的因素。 本研究的创新之处在于通过问卷调查收集第一手资料，，从受众的角度分析中国科普网站的传播效果，具有一定程度上的创新性。其次，较之以往对科普网站进行的研究而言，将受众对象更加细化，既有普通网络受众，又有科普网站稳定受众，分别加以考察，以期更加精准的描述出当前我国科普网站的传播效果。再配合其他科普网站的内容与传播形式，归纳阻碍我国科普网站传播效果的因素。
[Abstract]:Based on the background of network science and technology communication in China, this paper summarizes the development of popular science websites in China from the macro and micro perspectives. Combined with the theory and knowledge of communication, science and technology communication, the general network audience and the stable audience of popular science website are investigated by questionnaire, and the communication effect of our country's popular science website is investigated from the perspective of audience. Finding out that, for the ordinary network audience, the popular science website realizes the communication effect on the cognitive level to a certain extent, and further influences the attitude and behavior of some audiences. 2. To a certain extent, the popular science website has achieved the communication effect on the level of attitude and behavior of the stable audience, and the content of the popular science website is not high enough to stabilize the audience's satisfaction with the current construction of the popular science website in our country. Form and its own construction and propaganda will affect the realization of communication effect. On this basis, the author clarifies the factors that affect the communication effect of our country's popular science website, including the weak communication environment, the lagging behind in the construction of the mass media, the failure to give full play to the advantages of the media. The audience's own scientific literacy needs to be improved in four aspects. Finally, according to the previous conclusions, the author puts forward some countermeasures to improve the spread effect of popular science websites. The main research methods used are: 1. Literature Research: collecting and combing the relevant academic achievements and literature materials in China at present. To lay a theoretical foundation for the later study. 2. Case study: select "Science squirrel Club", "China Science Expo", "Sina Science Channel" as a case study, analyze the content of its website, Form of expression and characteristic function, etc. 3, questionnaire: questionnaire survey for the general network audience and the audience of popular science website, from the audience's point of view to investigate its science and technology dissemination effect .4. text analysis: the content of the popular science website, Form of text analysis, combined with questionnaire survey to sum up the impact of the spread of popular science website factors. The innovation of this study lies in collecting first-hand information through questionnaire survey and analyzing the communication effect of Chinese popular science website from the perspective of audience. It is innovative to a certain extent. Secondly, compared with the previous research on popular science websites, the audience object is more detailed, both the ordinary network audience and the stable audience of the popular science website. With a view to more accurate description of the current spread of science websites in China. With the content and communication form of other popular science websites, the factors hindering the dissemination effect of popular science websites in China are summed up.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206;G322
[Abstract]:Based on the background of network science and technology communication in China, this paper summarizes the development of popular science websites in China from the macro and micro perspectives. Combined with the theory and knowledge of communication, science and technology communication, the general network audience and the stable audience of popular science website are investigated by questionnaire, and the communication effect of our country's popular science website is investigated from the perspective of audience. Finding out that, for the ordinary network audience, the popular science website realizes the communication effect on the cognitive level to a certain extent, and further influences the attitude and behavior of some audiences. 2. To a certain extent, the popular science website has achieved the communication effect on the level of attitude and behavior of the stable audience, and the content of the popular science website is not high enough to stabilize the audience's satisfaction with the current construction of the popular science website in our country. Form and its own construction and propaganda will affect the realization of communication effect. On this basis, the author clarifies the factors that affect the communication effect of our country's popular science website, including the weak communication environment, the lagging behind in the construction of the mass media, the failure to give full play to the advantages of the media. The audience's own scientific literacy needs to be improved in four aspects. Finally, according to the previous conclusions, the author puts forward some countermeasures to improve the spread effect of popular science websites. The main research methods used are: 1. Literature Research: collecting and combing the relevant academic achievements and literature materials in China at present. To lay a theoretical foundation for the later study. 2. Case study: select "Science squirrel Club", "China Science Expo", "Sina Science Channel" as a case study, analyze the content of its website, Form of expression and characteristic function, etc. 3, questionnaire: questionnaire survey for the general network audience and the audience of popular science website, from the audience's point of view to investigate its science and technology dissemination effect .4. text analysis: the content of the popular science website, Form of text analysis, combined with questionnaire survey to sum up the impact of the spread of popular science website factors. The innovation of this study lies in collecting first-hand information through questionnaire survey and analyzing the communication effect of Chinese popular science website from the perspective of audience. It is innovative to a certain extent. Secondly, compared with the previous research on popular science websites, the audience object is more detailed, both the ordinary network audience and the stable audience of the popular science website. With a view to more accurate description of the current spread of science websites in China. With the content and communication form of other popular science websites, the factors hindering the dissemination effect of popular science websites in China are summed up.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206;G322
【参考文献】
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1 罗伯特A·罗根,张t
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