【作者】 李媛；

【导师】 李浩鸣；

【作者基本信息】 湖南大学 ， 新闻学， 2010， 硕士

【摘要】 科学技术的日新月异促进了互联网迅速发展,网络媒体在社会各领域中的影响日益突显,在科技传播中发挥着越来越重要的作用。综合门户网站中的科技频道成为了吸引受众的重要手段和竞争制胜的有力武器,同时还是提高公民科学素养的重要平台。新浪网作为我国著名的具有极大影响力的门户网站之一,在网络媒体中具有重要的地位,其传播模式亦具有一定代表性。科技频道是新浪网众多频道之一,在其建站和发展过程中扮演着重要角色,其科技传播实践在形式和内容方面都具有自己的特色。新浪网科技频道在页面布局、栏目设置、互动形式、色彩运用等形式方面与科技的严肃严谨相协调统一,并且不断改进完善。内容方面则体现出信息总量大,科技信息以转载为主,传播形式丰富多样,报道体裁偏重消息,报道领域偏向IT类,报道以短篇幅稿件居多等现象。新浪网科技频道在传播品质、传播模式和传播路径方面体现出诸多特色：信息内容大而全；新闻时效性强,追求即时实时全时报道；综合使用多种媒体进行立体化传播,丰富了报道形式；信息来源以多元化整合为主,同时也积极开辟原创新闻途径；注重与其他媒体、与受众的互动,形成了多方面共动的局面。针对新浪网科技频道表现出的信息海量导致无效传播,过度追求即时信息导致信息碎片化,注重整合性导致原创薄弱,将严肃的科学内容庸俗化、娱乐化,新闻链接欠相关,稿件选择有失平衡等问题,建议从优化编辑和调整内容两方面着手来增强传播力,扩大影响力。具体就是要多途径求原创,严格把关,增强信息可信度,采用严谨科学的表达方式,同时贴近公众需求,平衡报道体裁和题材,从重视思想方法的传播和加强人文元素入手培养科学精神,提高公民科学素养。更多还原

【Abstract】 The ever-changing technology improved the development of Internet, and network media is more and more important in all areas of society, including in the role of sci-tech communication. The sci-tech channel of portal is not only an important means of attracting audiences, but also a powerful weapon in competition and a way to promote public scientific literacy. Sina is one of China’s most famous portals. It has an important position in network media, and its mode of communication is representative.As one of Sina’s channels, sci-tech channel plays an important role in its establishing and development, and it has its own characteristics on form and content in sci-tech communication. The sci-tech channel of Sina makes its forms serious and strict, witch is harmony and unification with the technology and it improves the forms constantly. These forms include page, column, interaction, the use of color and so on.Through the study we found some phenomenon.First, the quantity of information is great. Second, most of the sci-tech information copied from other media. Third, all kinds of ways are used to communicate information. Forth, the reporting fields focus on IT. Fifth, the length of most news is short.The sci-tech channel of Sina reflected many characteristics on transmission quality, transmission mode and transmission path. The quantity of in formation is great. The content is comprehensive. Time effectiveness is perfect.The immediate reporting is pursuit. Most of the news is integrated with other information, while original news is also valued. It forms dynamic situation because of the interaction with other media and the audience.There are some problems in the communication of sci-tech channel. First, massive information leads to ineffective communication. Second, paying more attention to integration leads to lacking of originality. Third, the content of reports tends to be entertainment and vulgar, which should be rigorous and scientific. The correlation of linkage is low. There exists some tendency in selecting new.To solve these problems, Sina should improve its communication and influence in edition and content. First, strictly check on information to enhance the credibility. Second, the expression should be more rigorous and scientific. Third, all fields and all kinds of science topic should be attention to. Forth, pay attention to scientific method, scientific spirit and humanism in order to Increase public scientific literacy.更多还原