走向公众的“赛先生”——电视科普节目的传播效果及其影响因素  

“Mr.Science”coming to the public——communication effects and influencing factors of TV popular science programs

作　　者：王彩臻 金兼斌[2] Wang Cai-zhen;Jin Jian-bin(China Central Television,Beijing 100000,China;Tsinghua University,Beijing 100084,China)

机构地区：[1]中央电视台,北京100000 [2]清华大学,北京100084

出　　处：《今日科苑》2020年第1期70-77,91,共9页Modern Science

基　　金：国家转基因生物新品种培育重大课题“转基因生物技术发展科普宣传与风险交流”(项目编号:2016ZX08015002)。

摘　　要：电视科普节目是提升大众科学素养的重要方式之一。本研究选择三档传播效果优质的电视科普节目,探究其节目话题分布并建立拟合方程以了解传播效果的影响因素。通过对300个样本的分析发现,传播效果优质的节目在话题的学科方面以物理居多;节目的感性因素与理性维度间呈现出正相关关系。基于《流言终结者》的数据,本研究验证了制作手法、视距感、感染力、贴近性、创新性、戏剧性和趣味性等七个因素对电视节目传播效果具有显著影响。TV popular science programs are one of the important ways to promote public scientific literacy.In this study,three TV popular science programs with excellent communication effects are selected to explore their program topic distribution and establish a fitting equation to understand the influencing factors of communication effects.Through the analysis of 300 samples,we find that the programs with excellent communication effect are mostly about physics in terms of subjects.Moreover,there is a positive correlation between perceptual factors and rational dimensions.Based on the data,this study verifies that seven factors,such as visual range of production techniques,appeal,closeness,innovation,drama and interestingness,have significant influence on the communication effect of TV programs.

关 键 词：科学传播 电视科普节目 传播效果 影响因素 回归分析 

分 类 号：G63[文化科学—教育学]