| 摘要: |
| 社会化媒体时代已经来临，信息传播逐渐由内容为主步入渠道为主。新媒体、新技术的发展为科普工作的开展带来了新的机遇，即提供了更为广阔的渠道、更为丰富的内容和更为多样的呈现形式。但是，机遇与挑战并存，新媒体的发展在给科普工作带来机遇的同时也带来了挑战，主要表现在：信息的多元、多变、多样淹没了科普信息；虚假、伪科学、迷信信息大行其道；网民习惯性质疑挑战权威（权威到威权）；科普信息的枯燥无法吸引网民等问题也较为突出。如何在社会化媒体环境下赢得话语权，抢占科普宣传制高点，已经成为当前开展好科普工作的重要任务。 |
| 关键词: 社会化媒体 科普宣传 社会化 |
| DOI： |
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| Analysis of Science Popularization and Propaganda Path at the Era of Socialized Media |
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YANG Wei dong, WANG Shi hua, LI Yong
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| Abstract: |
| Socialized media era has come, and information dissemination method gradually changes from content based to channel based. The development of new media and new technology brings new opportunity to science popularization work by providing more broad channels, richer contents and more diversified forms, however, opportunity and challenge coexists, new media development brings challenges while bringing the opportunities, for example, the diversification, changes and multiplicity of the information submerge the information of science popularization, false, misclassified and superstitious information is disseminated on large scale, network users are accustomed to questioning and challenging the authority (from the authority to threat to authority), the tedious science popularization information can not attract network users, and so on. How to win the discourse of the network users to occupy the field of science popularization and propaganda under the socialized media environment has become an important task to conduct science popularization work. |
| Key words: socialized media science popularization and propaganda socialization |
