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灾难时期是科学知识传播的最佳时期。本研究以@中国地震台网速报为例,基于创新扩散理论,分析雅安地震中科学知识的微博传播机理。研究发现,微博环境下,科学知识的传播主要包括两大渠道:大众传播和人际传播。大众传播是以新闻价值为导向的单向传播,人际传播是以社交关系为导向的双向传播。针对于此,研究认为要扩大科学知识微博传播的影响力,需要提高微博运营团队的科学素养,提高公众的媒介素养,积极培养意见领袖。
Disaster period is the best time to spread scientific knowledge. In this paper, a case study of China Seismological Bureau Express was used as an example to analyze the mechanism of weibo dissemination of scientific knowledge in Ya’an earthquake based on the theory of innovation diffusion. The study found that under the environment of microblogging, the dissemination of scientific knowledge mainly includes two major channels: mass communication and interpersonal communication. Mass communication is one-way communication based on news value. Interpersonal communication is two-way communication based on social relations. In view of this, the research suggests that in order to expand the influence of the spread of scientific knowledge in micro-blogging, it is necessary to improve the scientific literacy of the microblogging operation team, raise the public’s media literacy and actively cultivate opinion leaders.