微博在环境科技传播中的应用研究——以新浪微博@环保董良杰环境科技微博为例

A Study on the Application of Microblog in Environmental Science and Technology Communication：Taking @Huanbao Dong Liangjie’s Sina Microblog as an Example

中文关键词: 环境科技，环保科普，科技传播，微博

英文关键词: environmental science and technology,science popularization,science communication,microblog

中文摘要:

      作为新媒体的典型代表，近年来微博发展非常迅速，能够有效地克服环境科技传播的时效性和交互性问题，降低环保科普的投入成本。以新浪微博@环保董良杰为环境科技微博案例，分析表明环境科技专业微博可以发展成为人气微博，上午6：00—10：00是发布微博的黄金时段，高质量的微博文源于网页新浪微博“原创”，话题紧扣环境热点、语言生动幽默、分析有理有据、观点言简意赅且富有强烈责任感是专业微博的重要生命力。环境科技微博面临着缺乏有效监管、专业性不足、“评论”与“转发”比例失衡、不能取代环境科技传播传统媒体等问题，应鼓励环境科技专家和专业机构开设微博，积极参与环境科技传播和互动，充分发挥微博优势服务环保科普。

英文摘要:

      As the representative of new media，Microblog has been developing fast in recent years，which can break through the problems of time and interactivity in environmental science and technology communication，and reduce the input cost. Taking Dong Liangjie’s microblog in Sina-Microblog as an example, analysis indicated that the microblog of environmental science and technology could become popular microblog，6:00 am — 10:00 am was the prime time for posting microblog，the high quality of microblog was from“original”on the website，with environmental debated issues，vivid and humorous language，convincing analysis，concise and comprehensive opinions and intensive sense of responsibility. However，there were several problems for environmental science and technology communication microblog，such as lacking effective supervision and specialty，and out of balance between“comment”and “transmit”. So，the scientists and professional institutes of environmental science and technology were encouraged to launch microblogs and participate in communication with internet users.