线上评论背景下传统科普形式的科学传播模式研究

Research on the Scientific Communication Process Model of Traditional Science Popularization Forms under Online Comments’ Condition

线上评论作为受众主动参与科学传播的方式,已经改变了传统科普形式的科学传播过程。研究发现,在原本的单向传播模式之外,线上评论使得科学传播过程还呈现出了多级传播的特点。作为新的传播节点,评论不仅可以通过补充额外科学内容,丰富科学传播过程中的科学内容总量,而且可以通过更正已有媒体内容和其他评论中可能存在的科学上的问题,对传播内容进行反馈。多级传播模式实现了受众与内容制作者和受众之间的双向交流,改变了传统科普形式在传播过程中的作用,在一定程度上提高了受众在传播过程中的地位。但受众的主动参与也可能带来威胁科学内容的准确性和传播有损健康言论等新风险。

Online comments as a way for audiences to actively participate in science communication,have transformed the science communication process of traditional science popularization forms.The results show that,in addition to the original one-way communication model,the participation of comments makes the science communication process also show multi-level communication characteristics.As a new communication node,comments not only enrich the total amount of scientific content in the science communication process by adding additional scientific content,but also provide feedback by correcting possible scientific problems in existing media content and other comments.The multi-level communication model enables two-way communication between the audience and the content producer,and between the audiences,changing the role of media content of traditional science popularization forms in the communication process,and to some extent increasing the status of the audience in the communication process.However,active audience participation may also bring new risks such as threatening the accuracy of scientific content and inspiring the spread of health damaging discourse.