基于搜索数据的网民科普需求结构和特征研究

A Research on the Structures and Features of the Netizens’Demandsfor Science Communication：A Search Data Perspective

中文关键词: 科普需求 搜索指数 需求强度 需求宽度

英文关键词: demands for science communication  search index  demand strength  demand breadth

中文摘要:

      网民科普需求可视为大众科普需求在信息社会中的重要表征。本文从网民搜索行为与网民科普需求 之间的内在联系出发，基于搜索数据建立科普需求强度和需求宽度两个量化指标，深入分析并展现网民科普 需求的群体特征、内在结构、发展趋势和群体间差异。分析结果在整体上反映了科学传播在信息社会中的年 轻化、移动化和碎片化的现状，揭示了各类网民群体在科普信息关注和认知方面的结构性特点。

英文摘要:

      The netizens’demands for science communication could be seen as one important social representation of the public demands for science popularization in the information society. By looking at the information searching behavior of the netizens，the paper analyses and represents，with implementation of measures for both demand strength and breadth，the group structure，fundamental characteristics and segmentation discrepancy of the netizens’demands for science communication. The results echo in general the younger，life-oriented, mobilized and fragmented tendencies in the information society，revealing the frames and features behind the attention and recognition to popularize scientific information from different internet groups.