The Research On Communication About "Scientists Come Face To Face With Media" Activities

With the development of human society, the popularization of science has become increasingly important. Popularizing science has been a significant task for today’s China. Scientists and media have been two essential forces in spreading scientific knowledge in China. However, there are communication barriers between the two. On one hand, scientists know little about mass media’s way of operation; on the other hand, mass media has some misunderstandings of scientists. How to break these communication barriers has become a problem China has to solve in popularizing science.The program "Scientists Come Face to Face with Media", starting from2011and organized by Popular Science Department of China Association for Science and Technology, has been a vital medium of communication between scientists and media, exploring the way to build a good relationship between them. It is a series of activities popularizing scientific and technological knowledge by focusing on hot social issues and inviting scientists and journalists to communicate face to face, with its contents closely related with hot social issues and topics which could easily arouse public attention, laying great emphasis on innovation of the cooperative mode and integration of resources and beginning to show its demonstration effect. In "Scientists Come Face to Face with Media", scientists and media have played great roles in the process of science communication and the scientific and technological information has achieved effective communication and interaction between scientists, media and public. The program has presented a new way of communication, integrating interpersonal communication between scientists and media, organizational communication covering countries and regions, mass communication taking full advantage of network media. Its effects of communication are so obvious that it has not only popularized the latest scientific and technological information within the field, scientific knowledge and spirit, but also offered media authoritative news."Scientists Come Face to Face with Media" has created the form of domestic popularization of science and technology, providing guidance and reference for China’s popularization of science. But it still has a long way to go and we may consider breaking the limits of locations and being nationwide, enriching its forms of popularizing science and channels of communication, strengthening its ability to follow up and media’s sense of responsibility for the popularization of science, promoting the public’s direct participation and so on.