Study On Discourse Affinity Of Science Communication In New Media Context

In science communication, new media is an important intermediary,discourse is the realization carrier and affinity is an important "emotional intelligence",which also considered as the core of communication arts.Affinity is used as an "adhesive" to shorten the distance between the public and science,directly related to the effects of scientific communication. In China, the emotional goals of science communication has gradually caused attentions from scientific community and the media. How the science communication discourse reflects the understandings of science and technology ontology? How to express the unique affinity features of science and technology themself? How the science communicators actively get involved into the construction process of the audiences scientific knowledge?How to make science communication with dialogue, participation and effectiveness? To solve these questions,discourse affinity is necessarily involved, which is discussed in theory and practice two aspects in this paper.Science needs humanities, also needs to be popularized and spread in a more humanistic, artistic and technique way.Affinity construction of sciencecommunication origins from the discourses,which is considered as a proper solution and a convenient and effective channel.To improve the affinity of science communication, inherent discourse thinking adapted to the new media is needed.Besides,we need to focus on establishing the discourse transformation mechanism between the "professional discourse system" of scientific community and " popular discourse system" of mass communication.New media reflects its complex, open and dynamic contextual characteristics,which is helpful to find the balance between the two discourse systems.To let the public understand sciences, science communication has to fulfill the scientific rules and its propagation laws, accessing public in a cordial way.The close and complicated relationship between new media, science communication, discourse and affinity was focused in this paper to study how to strengthen the vitality and effectiveness of science communication.The concept of "virtual context of new media technology" is provided for the first time in this essay, in which discourse was discussed on the affinity construction in science communication.The study on discourse affinity construction of science communication in new media, takes discourse itself as the research object,combined with the methods of "super linguistics" of language philosophy and discourse analysis,to explore the features of affinity and the process of audience’s perceptions in various perspectives.Like intelligence, motivation and anxiety,affinity is a kind of hypothetical psychological behavior, which could be described by verbal and nonverbal characteristics.In this study,affinity is regarded as a kind of objective existence, which could be "constructed" by discourse as a kind of hypothetical behavior.This process of "construction",reflects a positive and dynamic perspective of science communication behavior. Whereby, we may observe the contribution roles of science communication behaviors and discourse mechanism in the process of affinity generation. Thus,we may predict and judge whether there is a link between the affinity construction and the outsiders of language in an abstract way.