互联网新媒体对科学家公众形象的影响初探

The Impact of the Internet-based New Media on the Public Image of Chinese Scientists

中文关键词: 互联网 新媒体 科学家 群体公众形象

中文摘要:

      互联网新媒体的发展对社会生活的影响越来越明显，对科学家群体的公众形象也形成了新的冲击。 调查显示：电视仍是公众获取科技信息的主渠道，58.7%的公众主要通过这一渠道获取科技信息，但其重要 性比2007 年明显下降。以互联网为代表的新媒体的地位快速上升，27.8%的公众主要通过这一渠道获取科技 信息，比2007 年增长了4 倍。高学历人群与年轻人更倾向于使用互联网获取科技信息。互联网新媒体传播对 负面新闻的传播有“放大机制”，对科学家群体良好形象的塑造既带来了机遇，又提出了新的挑战。建议加 强对互联网新媒体传播规律的研究，利用互联网新媒体塑造科学家群体的良好形象。

英文摘要:

      Based on the analysis of a national-wide sampling survey，this paper explores the impact of the internet-based new media on the public image of Chinese scientists. The results show that the importance of TV as a source of S&T information is descending，while the importance of internet is ascending rapidly. The rapid development of internet brings both benefits and challenges for building up a“good”public image of Chinese scientists. For instance，compared with people taking TV as the most important information source， those taking internet as the most important information source have significantly a less stereotypical，while more negative，image of scientists.