浅谈中青年科普作品的亲和力与感召力:以科普栏目《学姐来了》的质性数据分析为例

Discussion on affinity and appeal in science communication for young and middle-aged people:A case study based on qualitative data analysis of science communication column Senior Sisters'Here

以170篇《学姐来了》文章为样本,探讨中青年科普作品的特点,考察其内容亲和力和感召力,重点分析科学精神和科学家精神的传播情况。利用质性数据分析方法,对科普内容作高频词分析、内容分类和交叉分析等。研究发现,《学姐来了》科普作品的主要特征是,围绕孩子、健康养生等科学话题,通过良好的衔接、幽默的用语方式,将理性逻辑和求真批判的科学精神与协同、育人等科学家精神传播给中青年群体;样本内容的亲和力主要通过语言的衔接性和幽默来实现;样本中体现科学精神的内容多于体现科学家精神的内容,二者的出现具有正相关性;随着时间的变化,样本的亲和力波动幅度很小,而感召力的波动较大。因此,科普内容应适当增强“爱国”“奉献”等体现科学家精神的感召力;中青年群体科普的“二重性”和可能存在的科普需求年龄后移趋势值得进一步研究。

Taking 170 articles from Senior Sisters'Here as samples,this paper has explored the characteristics of science communication works for young and middle-aged people,examined the affinities and appeals of the contents,and focused on spread of science spirit and scientist'spirit.Using Qualitative Data Analysis(QDA)method,the contents are anaylised by high-frequency word analysis,classification analysis and cross-analysis.The results include:(1)The main feature of the Senior Sisters'Here is that it focuses on scientific topics such as children,health and wellness,integrates and disseminated rational logic,scientific spirit of truth-seeking and criticism,and the spirit of scientists such as educating people to young and middle-aged groups through good cohesion and humor language;(2)the affinity of the sample content is mainly manifested in language cohesion and humor,and the contents that reflects the spirit of science are more than the spirit of scientists,which are positively correlated;(3)The affinities of the contents fluctuates merely with time while the appeals fluctuates largely.It could be concluded that,the content of science communication should appropriately enhance the appeals of"patriotism"and"dedication".There could be values for deeper research in study of"duality"of science communication among young and middle-aged population,and study of possible age trends of needs of science communication in such group.