基于受众匹配性的科普知识传播渠道研究 ——以长三角地区为例

A Research on the Dissemination Channel of Popular ScienceKnowledge Based on Audience Matching Model：A Case Study of theYangtze River Delta Region

中文关键词: 科普渠道 受众匹配性 精准科普 长三角地区

英文关键词: the channel of popular science  audience matching method  accurate science popularization  the Yangtze River Delta region

中文摘要:

      在长三角地区，采用线上和线下问卷调查相结合的方式，共抽取6 870 个样本，调查了未成年人、 农民、城镇劳动者、社区居民、领导干部和公务员5 类受众获取科普知识的渠道。提出了有针对性地改进 基于公众视角的科普知识传播方式，探索并建立了基于受众匹配性的科普知识传播最优适配模型。建议通过 “精准科普”和“立体科普”等手段，提高科普宣传的精准性、覆盖面，提升公众获取科普知识的效率，为政 府改进科普工作提供决策参考。

英文摘要:

      By analyzing 6870 samples，online and offline questionnaires were utilized to investigate the access to popular science knowledge by different audiences in the Yangtze River Delta region. The questionnaire covered 5 categories of audience——the juveniles，peasants, urban workers， community residents，leading cadres or officials，and public civil servants. Some suggestions were put forward in the paper，to improve the scientific transmission mode for innovating the method of science communication from the public’s perspective，to improve the efficiency of public access to the popular science knowledge,and to improve the accuracy and coverage of popular science dissemination through the precisely and comprehensively-targeted means of science popularization，the abovementioned measures contributed to providing references for the government to improve the popular science work.