基于 5W 传播模式的科技成果科普化实践与思考——以浙江省科协“科技成果科普发布”项目为例

Practice and Thinking of Scientific and Technological Achievements Popularization Based on 5W Communication Mode：Take the Project of“Science Popularization Release of Scientific and Technological Achievements”of ZhejiangAssociation for Science and Technology as an Example

中文关键词: 科技资源 科技成果科普化 5W

英文关键词: scientific and technological resources  scientific and technological achievements popularization  5W

中文摘要:

      科技成果是科技资源的重要子集，作为推动科学普及与科技创新协同发展的重要措施，科技成果科普化日益受到关注。科技成果科普化具备传播过程的基本要素并遵循和体现传播学的基本原理和规律，因此本文基于 5W 传播模式从传播主体、传播内容、传播渠道、传播受众、传播效果等 5 个方面对“科技成果科普发布”项目进行案例分析，得到构建科协、媒体、科学家合作共赢机制，全面挖掘科技成果的科普价值并二次编辑；打造传播矩阵，借助“中央厨房”模式实现全媒传播；根据受众需求调整优化内容，提升科普效果；抓住关键时机并融入重大科普活动等经验。

英文摘要:

      Scientific and technological achievements are an important subset of scientific and technical resources. As an important measure to promote the coordinated development of scientific popularization and scientific and technological innovation，the popularization of scientific and technical achievements has attracted increasing attention. Scientific and technological achievements popularization has the basic elements of the communication process and follows and embodies the basic principles and laws of science communication. Based on the 5W communication model，this paper analyzes the“Science Popularization Release of Scientific and Technological Achievements”project from the five aspects of communicators，communication content，communication channels，communication audiences，and communication effects. It obtains the experience of building a win-win mechanism of“Association for Science and Technology，Media，and Scientists”cooperation，fully mining the science popularization value of scientific and technological achievements and secondary editing，creating a communication matrix，using the“central kitchen”model to achieve all media communication，adjusting and optimizing content based on audience needs，and improving science popularization effects. Seize the opportunity and integrate into major science popularization activities.