| With the development of internet technology and the restructuring of media ecology, WeChat has become an important information dissemination platform for science communication in the new media era. WeChat can be used as a link to effectively establish the connection between the public and scientists, break through the various constraints of the traditional media to build the image of scientists, break the image of scientists based on the traditional reporting model, and show the new image of scientists in the new era. Therefore, this paper takes the WeChat "ZhiShiFenZi" as an example, and through the research on its scientist report, discusses the construction of scientist media image in the new media era from the aspects of report content, report form, report position, report style, and interaction with the public. According to the research, "ZhiShiFenZi" constructs a three-dimensional, flesh and blood image of scientists.when constructing the image of scientists, new media pay more attention to scientists' self-expression, and have a strong sense of interaction with the public. But because of the new media technology and its own capabilities, "ZhiShiFenZi" in building image online interactive mechanism, column, and special columns continuous refinement, gender stereotypes,audience negative stereotypes has shortcomings. So "ZhiShiFenZi" to be perfect interactive mechanism, the construction of online interaction closed-loop, perfecting the new matrix, the introduction of professional news media, the audience precise positioning and other measures to further improve the optimization. |
