| Science communication in the digital media era manifests itself as self-media communication,where science communicators use different narrative frameworks to popularize specialized scientific knowledge to the general public and make the public understand science more efficiently.Science communication in the digital media era is dedicated to the further realization of public understanding of science,and it has also achieved some results in terms of increased public scientific literacy and changes in attitudes toward science.Professional scientific knowledge is no longer relegated to the shelves,but spread to a wide audience through social media platforms,and many scientific topics have even made it to the top of social media search lists and become the subject of lively discussions among audiences.In this process,the scientific capital of the audience gradually accumulates,which may cause the audience’s knowledge conceit and distrust of science-based self-media,resulting in the road of science communication not being as smooth as expected.This paper uses weibo as the research platform,and selects seven comprehensive science popularization self-media(@Rare Knowledge bot,@Ke Pujun Xue Shu,@Daily Science,@Explanation X-PLAN,@The witty science popularizer,@Strange cat,@So it is bot)with high followers and interactions and their comments for content analysis and correlation research,and investigates the comments of science popularization self-media on weibo platform.The content analysis and correlation study were conducted to investigate the comments of the audiences of science media on the weibo platform and the scientific spirit reflected in them,so as to judge the performance of science communication in the digital media era.The author divided the content analysis into two parts,namely,the original science popularization articles and audience comments.Firstly,the content analysis was conducted on the original content of the popular science media: the content was divided into different categories(physical science,life science,social science and humanities),and the framework and language style used were analyzed;secondly,the content analysis was conducted on the audience comments: the emotions and the scientific spirit generated by the comments were coded according to the intensity of emotions and the level of scientific spirit.After the coding was completed,the author used the Spearman correlation coefficient in SPSS 24.0 software to analyze the correlation between the scientific category of the original science text,the framework used,and the emotion and scientific spirit of the comments,from which the specific manifestations of scientific spirit were analyzed and the relationship between intellectual conceit and audience media trust was inferred.The study found that the scientific categories were correlated with the comment sentiment: the proportion of "confused" and "admiration" in the comment sentiment was higher in the popular science Sina Weibo about physical science,and the proportion of "surprised" and "confused" in the popular science Sina Weibo about life science.The proportion of "surprise" and "admiration" is high in science popularization Sina Weibo about life sciences;the proportion of "surprise" and "admiration" is high in science popularization Sina Weibo about social sciences and humanities.The proportion of "surprise" and "admiration" is high among the comments on social science and humanities.There is no correlation between scientific categories and scientific spirit.The frames used in the original science popularization articles were correlated with comment sentiment: the use of narrative frames was correlated with higher intensity of comment sentiment,which inferred that the use of narrative frames might lead to higher emotional ups and downs of the audience or off-topic comments.Some frames used in the original science text are related to scientific spirit: when the original text contains "factual presentation" or "attribution" frames,scientific spirit appears more frequently in the comments than in the original text without these frames;when the original text contains When the original text contains a "technical interpretation" or "response suggestion" framework,the frequency of scientific spirit in the review is lower than that in the original text without the above framework.Scientific spirit is related to the emotion of the review: 97.8% of the occurrences of "asking for the essence" are related to the emotion of "confusion",and 93.0%of the occurrences of "defending the truth" are related to the emotion of "calmness".93.0%were related to the emotion "calm",and "respect for the truth" was related to the relatively stable emotions "sad" "calm" and "admiration".Finally,based on the findings,the author concludes that the demand for popular science in humanities and social sciences deserves more attention,the use of narrative frameworks may lead to off-topic reviews,and audience trust is related to scientific spirit.For the reflection of this paper,the author believes that this study has disadvantages such as small amount of data,weak persuasive power,difficult to generalize and the choice of research method is not yet ideal,which the author strives to overcome in the future study.For the future outlook of science communication,the author hopes that science communicators can put the landing point of science popularization on enhancing audiences’ scientific thinking and scientific spirit,and that teaching professional knowledge is not a good strategy for science communication,but should lead audiences to think more about truth and nature,and that maintaining curiosity and independent thinking is the first step into science. |
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