新媒体时代科学家参与科普的创作与传播策略——以王立铭为例  

Strategies for Scientists'Engagement in Popular Science Creation and Dissemination in the New Media Era:A Case Study of Wang Liming

作　　者：高荣 许静[1] Gao Rong;Xu Jing(School of Journalism&Communication,Peking University,Beijing 100871)

机构地区：[1]北京大学新闻与传播学院,北京100871

出　　处：《科普创作评论》2024年第3期73-80,共8页Science Writing Review

基　　金：2023年中国科普研究所委托课题“公共卫生应急科普能力提升”(230104EZOR17)。

摘　　要：在新媒体科普环境中,科学家群体具有权威性,是产出高质量科普作品的关键主体,但也面临创作和传播的困境。文章以生命科学领域科学家王立铭为案例,从科学家在新媒体环境下参与科普的身份平衡、主题选取与传播矩阵等方面,寻找科学家群体在新媒体环境下参与科普的创作与传播策略。在身份上,科学家与职业科普创作者可尝试分工合作,同时更多科学工作者应重视公共传播的社会责任;开展内容创作时,可立足于自身科研领域,紧扣时代需求与现代焦虑选择科普主题,采用口语化的写作策略,注重传递科学史观;在传播上,可通过个人科普IP构建科普传播矩阵,让科普图书内容与互联网知识服务互相转化,充分利用科普仪式节点提升品牌影响力,重视读者反馈与互动。新媒体时代,科学家参与科普作品创作与传播时应更新科普理念,探索适合自身的创作和传播模式,锻炼科普创作与传播能力。In the context of new media science communication,scientists,while holding positions of authority and being key contributors to high-quality popular science content,also face challenges in both creation and dissemination.This paper uses the case of Dr.Wang Liming,a scientist in the life sciences,to explore strategies for scientists'participation in popular science communication within new media environments.It examines how scientists can balance their professional roles with their responsibilities as science communicators,and how they can effectively select topics and develop communication strategies.The study suggests that scientists collaborate with professional science communicators,while recognizing their social responsibility in public communication.When creating content,scientists should align their topics with contemporary societal needs and anxieties,use a conversational tone,and emphasize the historical development of science.In communication,Dr.Wang's use of personal science communication branding demonstrates how to construct an effective communication matrix,transition popular science content between books and online knowledge platforms,leverage key events to enhance brand influence,and prioritize audience feedback and interaction.The paper concludes that in the new media era,scientists need to update their science communication concepts,explore suitable creation and dissemination models,and strengthen their skills in producing and sharing popular science content.

关 键 词：科普创作 科学家 科学传播 科学家参与 

分 类 号：G315[文化科学]