新媒体科学传播亲和力的话语构建研究

A Study on Discourse Affinity in Science Communication in New Media Context

中文关键词: 新媒体 科学传播 话语 亲和力

中文摘要:

      新媒体是科学传播的重要中介，话语是科学传播的实现载体，亲和力是科学传播的重要“情商”，也 是话语传播艺术的核心，是关系科学传播效果、拉近公众与科学距离的黏合剂。新媒体具有复杂、开放而动 态的语境特征，借力这一语境构建科学传播的话语活力和效力，要聚焦新媒体、科学传播、话语、亲和力四 者之间的紧密而复杂的关系。提出“新媒体技术虚拟语境”这一概念，并在这一特殊语境中探讨科学传播亲 和力的话语构建的重难点。

英文摘要:

      In science communication，new media is an important intermediary，discourse is the realization carrier and affinity is the important“emotional intelligence”，which is also considered as the core of communication arts. Affinity is used as an“adhesive”to shorten the distance between public and science，directly related to the effects of scientific communication. New media reflects its complex，open and dynamic contextual characteristics. The paper focused on close and complicated relationship between new media，science communication，discourse and affinity to study how to strengthen the vitality and effectiveness in science communication. The concept of “virtual context of new media technology”is provided in this essay for the first time，in which discourse was discussed on the affinity construction in science communication.