Abstract:Socialized media era has come, and information dissemination method gradually changes from contentbased to channelbased. 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.