数字科普服务平台受众需求分析及平台建设建议——以广东省“粤科普”公共服务平台为例

Analysis of Audience Demand for Digital Popularization of Science Service Platform and Suggestions for Platform Construction:Taking Guangdong Province“Yue Science Popularization”Public Service Platform as an Example

在参考学习者一般特征理论、学习需求分析模型、用户体验相关模型的基础上,以科普平台主要受众——青少年、老年人、农民、产业工人、公务员五类重点人群为对象,进行公众需求指标设计。对广东省“粤科普”公共服务平台主要受众群体的科普学习需求状况进行调查分析发现,公众的科普意识普遍较强,但缺乏科普学习习惯;日常科普学习碎片化,期待智能、便利化服务;更依赖于使用社交媒体,较少关注专业科普平台;关心平台内容的真实度,重视科普信息的权威性;当前科普平台交互形式单一,公众缺乏持续使用行为;公众较期待人文关怀型服务,能针对性地满足实际需求。这要求科普平台发布及推送内容优化升级,注重建立多元渠道合作促进发展,借助政府与社会力量加强平台管理,平台资源贴合群众实际需求,丰富科普平台交互形式,促进线上线下相结合。

This study integrates the general characteristics theory of learners,learning needs analysis models,and user experience-related models.It focuses on the key audience groups of the science popularization platform,including youth,elderly,farmers,industrial workers,and civil servants.The study conducts a survey and analysis of the science popularization learning needs of the main audience groups of Guangdong Province's“Yue Science Popularization”public service platform.The study finds that the public generally has a strong awareness of science popularization but lacks the habit of science popularization learning.Daily science popularization learning is fragmented,and there is a desire for intelligent and convenient services.The public relies more on social media and pays less attention to professional science popularization platforms.They care about the authenticity of platform content and value the authority of science popularization information.Currently,the interaction forms of science popularization platforms are monotonous,and the public lacks continuous usage behavior.The public expects more humanistic care services that can meet their actual needs.This requires optimizing and upgrading the content published and pushed by science popularization platforms,focusing on establishing multi-channel cooperation to promote development,strengthening platform management with the help of government and social forces,ensuring that platform resources meet the actual needs of the public,and enriching the interaction forms of science popularization platforms to promote the integration of online and offline activities.