县级融媒体中心科技传播策略研究——以海淀区融媒体中心为例  

Research on science and technology communication strategies of county-level integrated media centers:a case study of Haidian district integrated media center

作　　者：武丹[1] 王擎[2] 周倩宇 Wu Dan;Wang Qing;Zhou Qianyu(China Research Institute for Science Popularization,Beijing 100081,China;Beijing Technology and Business University,Beijing 100048,China)

机构地区：[1]中国科普研究所,北京100081 [2]北京工商大学,北京100048

出　　处：《今日科苑》2024年第12期32-39,共8页Modern Science

摘　　要：县级融媒体中心是我国全新媒体布局中的重要一环,发挥着信息传递“最后一公里”的作用,是基层媒体科技传播的重要工具和渠道。为进一步提升县级融媒体中心的科技传播能力,通过案例研究的方法,选取具有代表性的海淀区融媒体中心作为研究对象,对其科技传播策略展开分析。研究发现,海淀区融媒体中心能够创新工作机制,建立“1+N”式组织体系;充分发挥区域特色,打造内容核心竞争力;依据媒介生态变化,构建立体科技传播网络;关注受众需求,实现“定制化+菜单式”科技传播。其传播策略对于当前县级融媒体中心科技传播工作的开展,具有一定的启示和借鉴作用,如县级融媒体中心可以推进系统性变革,挖掘资源,完善基层科普服务体系;打破思维局限,拓展科技传播内容维度;将自有平台与商业平台并行,建立多维立体科技传播矩阵;注重用户思维,关注用户需求与体验等。County-level integrated media center is an important part of China's new media layout,playing the role of the"last mile"of information transmission and serving as important tools and channels for grassroots media science communication.In order to further enhance science and technology communication capability of county-level integrated media centers,the paper selected the representative Haidian district integrated media center as the research object and analyzed its science and technology communication strategy by case study.Research showed that Haidian district integrated media center could innovate its working mechanism and established a"1+N"organizational system,fully utilized regional characteristics to build core competitiveness in content and a three-dimensional science and technology communication network based on changes in the media ecosystem,also paid attention to audience needs to achieve new communication of"customized menu style".The communication strategies provides certain insights and references for the development of science and technology communication work in current county-level integrated media centers.For instance,county-level integrated media centers can promote systematic reforms,tap into resources,and improve the grassroots science popularization service system;break through thinking limitations,expand the content dimensions of science and technology communication;establish a multi-dimensional and three-dimensional science and technology communication matrix by paralleling their own platforms with commercial platforms;and focus on user thinking,user needs and user experiences.

关 键 词：县级融媒体中心 科技传播 传播策略 海淀区融媒体中心 

分 类 号：G206[文化科学—传播学]