上海科技馆的媒介形象研究——基于2001至2014年《解放日报》、《新民晚报》、《文汇报》和《上海科技报》

Study on the media image of the Shanghai Science and Technology Museum: based on Jiefang Daily,Xinmin Evening News, Wenhui Daily and Shanghai Science and Technology(2001-2014)

本文旨在研究上海科技馆的媒介形象,采用内容分析法选取了《解放日报》、《新民晚报》、《文汇报》和《上海科技报》为研究对象,分别对2001-2002年、2003-2008年和2009-2014年的上海科技馆报道进行量化分析.通过研究,笔者发现上海科技馆要提升自身在公众心目中良好的媒介形象,就要多增加展馆的展览、活动的亮点,多增加图片新闻的报道、媒体报道的频次、有积极意义的新闻报道,以及继续在科学普及、文化服务方面多挖掘自身的内涵.

This work aims to study the media image about Shanghai Science and Technology Museum,through content analysis and quantitative statistical from the published media including Jiefang Daily,Xinmin Evening News, Wenhui Daily and Shanghai Science and Technology, Which covered news about Shanghai Science and Technology Museum from 2001 to 2002, 2003 to 2008 and 2009 to 2014.From the research, the author found that the media image of Shanghai Science and Technology Museum could be significantly improved through increasing the amounts of exhibitions, more illustrative and positive news reports, higher frequency of news coverage. It would particularly benefit from continued efforts in science popularization, and promoted scientific communication and cultural services that are provided by Shanghai Science and Technology Museum.