Research On The Communication Effect Of WeChat Official Account Popular Science China

The paper takes the articles published on the WeChat official account of Popular Science China as the main research object,and conducts a more detailed study on the effect of science communication in the new media environment.Specifically,in terms of objects,this paper selects the official representative Popular Science China hosted by the China Association of Science and Technology as the research object;In terms of methodology,the study explored the contents of 1621 reports on the WeChat official account of Popular Science China in detail through case analysis and content analysis;In terms of content,the study divided and classified the 1621 articles obtained through three dimensions:communicators,communication content,and communication audience,and conducted a regression analysis of their scientific communication effects at the communication topic level,discourse content level,and media interaction level.The research results are as follows:first of all,the Popular Science China plays a corresponding positive role in the communication effect of media issues on the setting of relevant variables such as article theme,content originality,time of posting,media mode,etc;Secondly,variables such as the interest and science of the article discourse,the rhetoric style of the article,and the expert logo in the Popular Science China also have a corresponding positive impact on the communication effect of the media discourse expression;Finally,in the Popular Science China,except for the official interaction variables that have a positive impact on the communication effect variables,there are many other comprehensive variables and the regression analysis of the communication effect variables.Based on the above carding and comparison,the study concluded that the communication effect of WeChat official account of Popular Science China generally presents a positive and desirable aspect,which has a positive impact on the expression of public authoritative discourse,professional knowledge interpretation and scientific concept dissemination,but also has low originality of content,unbalanced theme distribution,single media presentation mode The related problems of low interaction frequency restrict the further improvement of the communication effect of the Popular Science China.The paper makes a general summary of the difficulties,causes and suggestions of improving the communication effect of WeChat official account of Popular Science China.And from the perspective of communication identity,personality positioning,and COVID-19,the factors affecting the improvement of its communication effect were analyzed.Finally,the research suggests providing corresponding strategies from the perspectives of increasing original content,improving content quality,adopting a balanced theme strategy,enriching the expression forms of communication content,and enhancing the frequency of interaction with the audience.It is hoped that this can provide corresponding assistance for improving the communication effect of science popularization self media.