自媒体科学传播内容与媒体显著性之研究——以微信公众号“果壳网”为例

We-media Science Communication Impact on Media Salience: An Empirical Study on Guokr We-chat Public Account

本文以"果壳网"的微信公众号为研究对象,结合媒体显著性的相关理论,运用内容分析的方法,探讨了自媒体科学传播内容与媒体显著性之间的关系,并在此基础上分析了自媒体科学传播的特征。研究发现:文章来源、科学主题、科学传播主线和科学议题发生国分别是影响自媒体科学传播显著性突出、注意和向度层面的主要内容因素;自媒体科学传播的议题偏好和叙事方式的独特,既显示了与传统官方媒体的自觉疏离,又有吸引用户市场的另辟蹊径;依托自媒体的传播特征,科学传播虽然实现了表层上的双向沟通,但在深层次推动公众理解科学、参与科学及决策上,还有更大的发挥空间。

Combining with Media Prominence theory, this paper provided an scientific approach to the possible correlation between media prominence and the scientific content spread by we-media by applying content analysis to the wechat public account 'Guokr'. Based on that, this paper conducts a analysis of the feature of scientific content spreading on we-media. The result shows that source, scientific theme, the country background of certain scientific agenda and the main clue of scientific spreading exert major influence respectively on the prominence, attention and dimension of wemedia scientific communication.The agenda preference and unique narration of we-media scientific content represents the instinctive deviation from traditional official media and a novel path to attract more customers. Considering the characteristics of we-media, the two-way scientific communication at present is still at basic level, waiting to be broadened in order to achieve further goals of promoting public understanding, participating and decision making of science.