“使用与满足”视域下科技博物馆科学传播的社交媒体运用研究

The application of social media in science communication in the perspective of use and satisfaction theory

在社交媒体高速发展和广泛运用的传播环境下,作为科学传播重要场所的科技博物馆,应借势社交媒体的热潮,积极运用社交媒体,从而达到提升传播效果的目的.在“互联网＋”时代,科技博物馆需要转换传统思维,仅强调“内容为王”的传播思路已经不能适应社会环境的变化,社交媒体的运用显现出重要性.科技博物馆对社交媒体的使用,有利于科学传播的广泛参与、个性化传播、线上与线下结合.基于国内代表性科技博物馆对微信、微博等社交媒体的运用情况,分析探讨科技博物科学传播的特点,并从“使用与满足”角度提出相应的改进建议.

With social media development rapidly and used widely, science museums as important places of science communication should use social media to improve science communication effect. Science museums only emphasize the dissemination of content has been unable to adapt to the change of social environment. They need convert idea in the Internet era, because social media shows its important position. The use of social media by science museums in the course of science communication is conducive to the widespread participation, personalized communication, and online and offline integration. Based on the statistical analysis of the use of social media such as WeChat and MicroBlog, the characteristics of social media in science museums were discussed. From the point of view of ＂use and satisfaction＂ theory, some suggestions for improving the use of social media in science museums were put forward.