微博应急科普的现实图景与优化策略 ——基于新冠肺炎疫情的实证研究

The Real Status and Optimization Tactics of Emergency SciencePopularization on Microblog：An Empirical Study under COVID-19

中文关键词: 应急科普 新冠肺炎疫情 新浪微博

英文关键词: emergency science popularization（ESP）  COVID-19  SINA microblog

中文摘要:

      以新浪微博平台为研究视角，将不同类别的微博科普主体在新冠肺炎疫情下的应急科普实践作为样 本，采用文本分析和问卷调查的方法描述微博应急科普的现实图景，发现微博应急科普在及时性、系统性、 协同性、交互性四个层面存在现实不足，并针对性地提出微博应急科普的四项优化策略：加强社会热点监控， 提前做好应急科普预案；有效整合信息资源，建设微博应急科普平台；关注受众偏好，增强应急科普内容可 读性；提高互动频率，抓住二次科普的传播机遇。

英文摘要:

      Taking the emergency science popularization（ESP）practice against COVID-19 from different science popularization bloggers of SINA microblog as samples to describe the real status of ESP on microblog through methods of text analysis and questionnaire surveys. It is found that ESP on microblog has problems in four aspects，namely, timeliness，systematicality，synergy，and interactivity. Therefore, four optimization tactics are proposed for ESP on microblog，that is，to prepare emergency plans based on supervision of hot topics；to establish microblog ESP platforms based on integration of information and resources; to improve the readability of ESP contents in accordance with the preferences of audience；and to grasp the chance of secondary science popularization by enhancing the interacting function of microblog.