创新扩散视角下科学知识的微博传播机理研究——以雅安地震期间@中国地震台网速报为例  

An Research on Micro-Blog Spread Mechanism of Scientific Knowledge from Perspective of Diffusion of Innovation: Take the Micro-Blog of Earthquake Network of China during Ya An Earthquake for Example

作　　者：李辉[1] 晏齐宏[2] 付宏[1] 杜智涛[2] LI Hui YAN Qi-hong FU Hong DU Zhi-tao(Beijing Institute of Science and Technology Information, Beijing 100048 Schoolof Journalism＆ Communication in China Youth University of Political Studies, Beijing 100089)

机构地区：[1]北京市科学技术情报研究所,北京100048 [2]中国青年政治学院新闻传播学院,北京100089

出　　处：《情报工程》2015年第1期68-73,共6页Technology Intelligence Engineering

基　　金：国家社会科学基金青年项目(12CTQ046);教育部人文社会科学研究青年基金资助项目(12YJCZH036)的阶段性成果

摘　　要：灾难时期是科学知识传播的最佳时期。本研究以@中国地震台网速报为例,基于创新扩散理论,分析雅安地震中科学知识的微博传播机理。研究发现,微博环境下,科学知识的传播主要包括两大渠道:大众传播和人际传播。大众传播是以新闻价值为导向的单向传播,人际传播是以社交关系为导向的双向传播。针对于此,研究认为要扩大科学知识微博传播的影响力,需要提高微博运营团队的科学素养,提高公众的媒介素养,积极培养意见领袖。Disaster period is the primary time to spread scientific knowledge. Taken the mlcro-bloggmg of earthquake network of China for example, the thesis has analyzed the communication mechanism by micro-blog of scientific knowledge in SichuanYaAn Earthquake based on diffusion of innovation theory . The conclusion is that In the context of micro-blogging, there are two kinds of channel to spread scientific knowledge mass communication and interpersonal communication .The former is a one-way transmission,which are oriented with the news value; while the latter is a two-way transmission ,oriented with social relationship. Therefore, It is necessary to improve the scientific knowledge of micro-blogging operation team ,improve the media literacy of receiver, cultivate opinion leaders actively, so that the influence of scientific knowledge through micro-blog can be strengthen.

关 键 词：科学知识 微博 创新扩散 中国地震台网速报 雅安地震 

分 类 号：P315.78[天文地球—地震学]