Research And Application On Influencing Factors Of Popular Science In New Media Era Based On Persuasion Theory

With the advent of the new media era,mobile communication terminals and network technologies have subverted the way of information dissemination.Everyone can be either the receiver or the transmitter of information.Massive scientific information is disseminated in a fission manner instantly.The original science popularization mechanism has been difficult to meet the public and society's demand for scientific information.The advantage of combining persuasion theory with science popularization in the new media era is that persuasion theory focuses on attitude change.By controlling many factors of external stimulation,the audience's motivation for change is stronger than the constant one,so as to achieve the purpose of improving the effect of popular science.Based on the above background and the analysis of relevant literature,this research divides the popular science people,science popularization information,science popularization context,and the perspective of popular science audiences on the basis of the persuasion model.And from the standpoint of attaching importance to the status of the audience,the popular science audience is refined into two dimensions of audience motivation and participation level,so as to construct a science popularization model in the new media era.This study uses the research method of questionnaire survey,refers to the research design of domestic and foreign mature questionnaires,collects sample data,and uses correlation analysis,structural equation model testing and moderating effect testing to test the model hypothesis.The results show that the new media era science popularization model based on persuasive theory has strong explanatory power,and the knowledge of popular science writers,science popularization information and popular science context characteristics,and audience motivation all have a positive impact on the popular science effect.Participation level plays a moderating role in the influence of audience motivation and popular science effect.Due to the complexity of the elements involved in the measurement relationship of the model,this study selects cases and specifically explains the science popularization model on the WeChat public platform,aiming to provide a clear reference for model practice and to re-examine the model.In order to enable the implementers of the model to accurately understand the mechanism and gradually improve the level of implementation of the model by science popularization workers,the experiment is divided into three rounds.Finally,a set of evaluation index system for the public account of popular science articles was formulated to examine the implementation effect.The results show that creation under the guidance of the popular science model in the new media era has achieved better results.The content and form levels under the invisible indicators have been improved to varying degrees,and the evaluation of explicit indicators has been affected by the promotion methods.In the second and third rounds of experiments to control the promotion effect,it also showed an upward trend.This study believes that in the popularization of science:shaping the credible image of popular science,making popular science information more objective and more diversified,creating a positive atmosphere for popular science,presetting the attitudes of popular science audiences,and strengthening the audience's Motivation and increasing the level of audience participation are both effective ways to optimize the effect of popular science.At the same time,the subsequent distribution and promotion methods of the creation also affect the effect of popular science,but this effect is still based on high-quality popular science content.