在信息社会中架好科技新闻与大众的“沟通之桥”  

Build the Bridge of Communication between Technology News and the Public in the Information Society

作　　者：佘惠敏[1] She Huimin(Economic Daily,Comprehensive News Department,Beijing,100054)

机构地区：[1]经济日报综合新闻部,北京100054

出　　处：《科技智囊》2024年第5期71-78,共8页Think Tank of Science & Technology

摘　　要：[研究目的]探讨信息社会中科技新闻传播面临的挑战,以及如何提高网络时代科技新闻的传播度和影响力。[研究方法]采用文献分析法和案例分析法,探讨信息社会中科技新闻传播的现实窘境与应对目标,试析新闻记者提高科技报道专业技能的三种沟通范式,并从四个维度浅析媒体平台提高科技新闻影响力的公众沟通策略。[研究结论]信息社会中科技新闻传播存在“一升两降”的现实窘境,即遏制谣言的难度提升、科技新闻真实性和准确性下降、公众关注度和理解度下降。应对目标可以定位于对应的“一降两升”:降低遏制谣言的难度、提升科技新闻的真实性和准确性、提升公众的关注度和理解度。实现该应对目标,可从新闻记者和媒体平台两个层面来搭建与大众的沟通之桥、提升科技新闻影响力。在新闻记者层面,逻辑沟通之桥可以破除专业壁垒,互动沟通之桥可以消弭时空隔阂,共情沟通之桥可以拉近心理距离。而在媒体平台层面,从品牌维护、渠道拓展、技术进步、受众选择四大维度出发,采取相应的公众沟通策略,架好媒体平台与公众的沟通之桥,不断提升平台的美誉度和可信度,增强媒体的公信力和影响力,才是提升科技新闻影响力的根本。[Research purpose]It aims to explore the challenges faced by the dissemination oft echnology news in the information society and ways to enhance the dissemination and influence of technology news in the information society.[Research method]Employing literature analysis and case study,this paper investigates the practical dilemmas and targeted responses of the dissemination of technology news in the information society.It attempts to analyze three communication paradigms for journalists to improve their professional skills in technology reports.Furthermore,it briefly discusses public communication strategies for media platforms to enhance the influence of technology news from four dimensions.[Research conclusion]In the information society,there is a realistic dilemma of“one increase and two decreases”in the dissemination of technology news.They are an increase in the difficulty of curbing rumors,a decrease in the authenticity and accuracy of technology news,and a decrease in public attention and understanding respectively.The response goals can be targeted at corresponding“one decrease and two increases”:reducing difficulties of containing rumors,improving the authenticity and accuracy of technology news,and increasing public attention and understanding.To achieve this response goal,we can build a communication bridge with the public and enhance the influence of technology news from both the perspectives of journalists and media platforms.At the level of journalists,the bridge of logical communication can break down professional barriers,the bridge of interactive communication can eliminate temporal and spatial barriers,and the bridge of empathetic communication can bring psychological distance closer.At the level of media platforms,starting from the four dimensions of brand maintenance,channel expansion,technological progress,and audience selection,corresponding public communication strategies are adopted to bridge the communication between media platforms and the public,continuously improve the reputatio

关 键 词：科技传播 科学素养 科普 网络谣言 问题与对策 

分 类 号：G21[文化科学—新闻学]