公众的科普偏好及影响因素——基于免费开放科技馆的多源数据统计分析

Public preference in science popularization and the influencing factors--A statistical analysis of multi-source data

基于中国219家免费开放科技馆的互联网平台信息、科技馆年度统计资料和第三方网站评论数据,结合针对性的问卷调查,依据科学传播五要素模型,利用自然语言处理和可视化等技术,开展科技馆科普影响力现状多源数据融合分析,探究了中国公众的科普爱好及其影响因素。研究发现:公众对与生活实践密切相关的科学知识及方法的兴趣度较高,且乐于接受以微信公众号、官方微博和官网为主的新媒体科普方式;科技馆的展示环境、内容和服务等软硬件设施是公众关注的重点;女性对科技馆的关注度和表达意愿明显高于男性;重大政策发布时间节点前后公众前往科技馆参观的意愿较强,可认为政策是影响免费开放科技馆即时性传播效果的重要要素。

Based on the official website information,the annual statistics and the third-party website data related to China's 219 free access science and technology museums,combined with the targeted questionnaires,the natural language processing and visualization technologies,using the five-factor model of the science communication,this paper makes a multi-source data analysis on the current status of the popular science influence of the S&T museums in China and explores the public popular science preference and the influencing factors.The following conclusions are drawn:The public is more interested in the scientific knowledge closely related to everyday life,and prefers to get information via the new media science popularization,such as the W eChat,the W eibo and the official websites;the public is more concerned with the fundamental facilities such as the environment,the displaying content and the provided services.Females pay more attention to the S&T museums and would like to express their opinion than males;and the public shows stronger willingness to visit the S&T museums around the important policy releasing time.As a result,the policy is considered to be the direct influencing factor of the popular science of the free access S&T museums.