走出“缺失模型”:科学传播的“理智与情感”

Getting rid of the"deficit model":The"rationality and emotion"of science communication

走出“缺失模型”是国内外科学传播研究学者的共识,但是具体实践路径却一直存在难以构建科学家与公众平等沟通情境的“老问题”;以及当前媒介环境下,“后真相”现状和“元宇宙”趋势的“新挑战”。面对这些“老问题”与“新挑战”,“情感传播”是科学传播走出“缺失模型”的突破口。科学是理性的,而科学的传播却需要以情感的传播作为突破口,这看似反直觉的路径,是当下科学传播的必由之路。情感传播承认了公众社会情感的正当性;主张通过“共情”构建科学家与公众间平等交流的情境;并通过践行情感的表达和不断丰富传播渠道,提升科学传播的效果,回应“后真相”和“元宇宙”的时代要求,真正走出“缺失模型”。但情感传播只是科学传播的突破口,是科学传播打破日益固化的信息“圈层”,触及普通公众并提升传播效果的工具。而科学传播的内核,依然是科学事实。只传播情感而不传播科学,会落入“过分煽情”的陷阱,也丧失了科学传播的基本意义。

Getting rid of the"Deficit Model"is a consensus among domestic and foreign scholars of science communication.However,the practical path has always faced the"age-old problem"of constructing an equal communication scenario between scientists and the public.In addition,in the current media environment,there are"new challenges"posed by the state of"Post-Truth"and the trend of the"Metaverse".In the face of these"age-old problems"and"new challenges","emotional communication"serves as a breakthrough for science communication to break out of the"Deficit Model".While science is rational,science communication needs emotional communication as a breakthrough.This seemingly counterintuitive path is the only way for science communication today.Emotional communication ac⁃knowledges the legitimacy of public emotional sentiments,advocates for building a scenario of equal communication between scientists and the public through"empathy",and enhances the effectiveness of science communication by practicing emotional expression and continually enriching communication channels.This response meets the demands of the era of"Post-Truth"and the"Metaverse",truly breaking out of the"Deficit Model".However,emotional communication is only a breakthrough for science communication,a tool to break through the increasingly so⁃lidified"echo chambers",reach ordinary audiences,and enhance communication effectiveness.The core of science communication re⁃mains scientific facts.Only communicating emotions without communicating science can fall into the trap of being"overly emotional"and lose the fundamental meaning of science communication.