What is the meaning of the concept of science popularization

Science popularization industrialization calls for modern science popularization concept

In the pattern of the market economy, I am afraid I have to add: "Science popularization is too important, and it can not be completely handed over to the scientific and cultural elites, who are far away from the market, to engage in." A joint camp of government, scientists, scientific and cultural elites, media, cultural merchants (publishers) and industry should be organized to make the popular science industry bigger according to the laws of the market.

Reflection on the traditional popularization of science

China's traditional "popularization of science" refers to the popularization and promotion of science and technology, and its purpose is to allow the audience to understand the "naked" scientific knowledge and scientific and technological achievements (the so-called "naked" refers to the "naked" scientific knowledge and scientific and technological achievements (the so-called "naked" refers to the "naked" scientific knowledge and scientific and technological achievements). The so-called "naked" refers to the scientific and technological knowledge attached to less content). This kind of popularization of science and technology has three characteristics: first, "lofty scientific and technological knowledge", the second is an expert expression, and the third is a one-way launch. In today's highly developed market economy, in the traditional science of the road is getting narrower and narrower, we need to review it to see what the problem is.

First examine the characteristics of one, now we know that science and technology is not always so noble, the British scholar Collins called it "dog man" (Golem, a translation of Golem). "Golems are man-made, clumsy monsters that can protect their masters when properly controlled, but can be extremely harmful when out of control. From the threat of human cloning and genetic weapons to the proliferation of cyber viruses, the characteristics of the high-tech "Golem" are obvious. Secondly, there are thousands of scientific and technological knowledge, and thousands of scientific and technological achievements, but how many of them must be understood by the general public? Whether a black hole has hair or not cannot help us solve the problem of whether the top of the head has hair or not. The public in the Internet, digital audio-visual equipment and color screen cell phones, these high-tech products close to the time, but can leisurely away from these products implied in the "bare" scientific knowledge, because these difficult "bare" scientific knowledge has been in the industrialization of the process, in the economic interests of the driver In the process of industrialization and driven by economic interests, these profound "naked" scientific knowledge have been expressed as simple finger movements that can be grasped by everyone. This kind of user-oriented thinking and pursuit of the industry is what practitioners of popularization of science need to learn from.

Look at the second feature, the expert representation of popular science. China lacks professional producers of popular science works, and in previous years, popular science creation was basically undertaken by scientists. Unfortunately, in the past few decades, China's education is a kind of artisanal education, trained scientists in the humanities have serious deficiencies, which has resulted in the majority of expert expression of popular science in China is the "special craft" details of the explanation. Although some experts who are keen to popularize science, full of enthusiasm, effort, vividly depicted some of the "special craft" details, but the results are disappointing, the public does not appreciate. Every expert thinks that this line of knowledge is the most interesting, everyone should master, but the public is not a grocery store stacked with knowledge, the public needs to be spiritually pleasing, and look forward to the "popularization of science" with the help of improving access to resources and the ability to dominate, improve the quality of life.

In terms of presentation alone, in an era when the public has become accustomed to thinking with their fingers instead of their minds, and adjusting their emotions and values with the potential field created by the media, the traditional "knowledge-intensive" indoctrination of popularization of science has also hit its head against the south wall, and it is time to consider the strategy of popularization of science.

Analysis of Stephen Hawking's A Brief History of Time can provide ideas for popular science publishing. Just as some scholars say, his book almost all people buy, but few people read. A Brief History of Time is clearly a "knowledge-intensive" popular science book, even though he removed all the mathematical equations to prevent losing readers. However, the book is still difficult to read. So what turned A Brief History of Time into a bestseller? It seems to be Hawking's special life experience, media hype and publishers' marketing operation, forming a kind of "Hawking field", under the effect of "Hawking field", the public to chase Hawking, to own "A Brief History of Time". What the public "learns" from A Brief History of Time is not cosmological knowledge, but the scientist's emotions, interests, attitudes and values. In this sense, A Brief History of Time is a truly successful work of popularization of science. The three-dimensional operation of the media and the market has become a factor in the successful expression of popular science works. In many cases the popularization of science is not in place is often the market is not in place.

Out of a deep understanding of the significance of popularization of science, some scholars in the scientific and cultural circles have exclaimed, "Popularization of science is too important to be engaged in by scientists only." In the pattern of market economy, I'm afraid to add: "Popularization of science is too important to be left entirely to the scientific and cultural elites who are farther away from the market." A joint camp of government, scientists, scientific and cultural elites, media, cultural merchants (publishers) and industry should be organized to grow the popular science industry according to the laws of the market. And the growth of popular science industry, and the need for the government to improve the development of the cultural industry environment, increase the protection of intellectual property rights. I believe that by the day when making popular science can be as profitable as making software, the faces of the producers and sellers of popular science and the customers can all find a happy smile on their faces.

Lastly, we will look at the third characteristic of traditional science popularization. The traditional definition of science popularization not only determines the directionality of the flow of knowledge, but also implies the flow channel. Directionality is clear and unambiguous, while flow channels are much more complex. In the era of market economy, the formation and improvement of the flow channel is sometimes more important than the beautiful expression of knowledge. In fact, it is the disconnection of the flow channel that restricts the effectiveness of popularization of science, and we describe the traditional popularization of science with vague channels as "one-way knowledge launching", which centers on selecting knowledge according to the scientist's unilateral criteria and, through the way he thinks fit, transferring the profound knowledge to the public. The core is that the scientist selects the knowledge according to his own criteria, packages it in a way he thinks is appropriate, and then hands it over to others to launch it out indiscriminately. He takes it for granted that if such good knowledge is launched, someone will always be hit. Who was hit and how they felt was not a major concern.

From this, we can think that the traditional popularization of science has the characteristics of production, which is detached from the market, detached from the needs of the users, and becomes more and more out of date in the situation of market economy.

Modern concept of popularization of science

It can be said that the fundamental purpose of popularization of science is to improve and enhance the spiritual and material quality of life of the people.

Thinking and planning our popular science publications in accordance with this concept will naturally focus on the public's need to establish a scientific, healthy, and civilized way of life, on the quality of clothing, food, housing, and transportation, on employment and higher education, which can help the public to improve the ability to acquire and dispose of resources, on ideological creations that can enable the public to gain spiritual enjoyment, and on ways of expression that can relieve the public of the pain of reading. on expressions that can alleviate the public's pain of reading.

In the face of the Internet, digital audio-visual equipment, color screen cell phones and American blockbusters, Korean games market influence, to increase the attractiveness and competitiveness of popular science products, we must change the mechanism, take the road of industrialization, according to the laws of the market, so that the popular science of the creation of the production type to the operation type transformation, downplaying the traditional function of its guidance, and to strengthen the function of its services.

From the operational level, science popularization must solve the problem of expression and operation mode.

Mode of expression. The mode of expression focuses on allowing consumers to obtain the most satisfactory popular science products - convenient, practical, interesting and

effective. To this end, the development and design of popular science products must take into account the following two aspects: the use of new technologies to improve the quality of the product, in the expression of ideas, interesting content and ease of use in all aspects of hard work. For example, the introduction of multimedia technology, digital technology, Internet technology, etc., to improve the attractiveness and competitiveness of products. Grasp the changes in social and cultural lifestyles (learning styles, reading styles, communication styles) and cultural consumption habits, and carry out the development of new products and the upgrading of traditional products.

Operation mode. The mode of operation focuses on improving the efficiency of resource utilization, grasping the law and trend of industrial development and enabling the service users of popular science to get the best service.

Multimedia operation. The implementation of multimedia integrated management is conducive to the integration, development and utilization of resources, which is a common business strategy adopted by the world's largest media groups. The three-dimensional operation of contemporary bestsellers is a good illustration of this. The operation of A Brief History of Time in Chinese market and Carl Sagan's Universe in American market are good cases. It can be said that there is not a best-selling book is out of the press and radio and television attention, and achieve rich sales results. The trend of multi-media and business calls for the reform of China's cultural system, only to break the traditional professional division of labor, block division and a single business pattern, accelerate the promotion of cultural industry group pilot, to encourage cross-media merger, reorganization and cooperation and joint venture, in order to usher in the great prosperity of the cultural industry, there is also a science and technology industry of the development of the great. In the case of cross-media mergers, reorganization and cooperative joint ventures can not be done for a while, you can first carry out a variety of media projects between the cooperation.

Diversified capital operation. The Popularization of Science Law clearly stipulates: "The state supports social forces to develop the popularization of science. Social forces to build science popularization business can be operated in accordance with market mechanisms." The decision of the central government on a number of issues to improve the socialist market economic system proposes to "improve the cultural industry policy, encourage multi-channel capital investment, promote all kinds of cultural industries *** with the development of the formation of a number of large-scale cultural enterprise groups, and enhance the overall strength and international competitiveness of the cultural industry". National policies and regulations provide the basis for the diversified capital operation of the science and technology industry. The moderate involvement of non-state capital in publishing, broadcasting and film and television industry, and the moderate involvement of popular science industry is conducive to the development and growth of popular science industry.

Customer-oriented business operation. In view of the increasingly obvious buyer's market characteristics of popular science products, the popular science industry must say goodbye to the traditional, with the blind popular science promotion routine, and quickly change from product-oriented to customer-oriented up. To this end, it is necessary to complete the collection, processing, transmission and comprehensive utilization of information as quickly as possible, and to respond to the rapidly changing needs of target customers in a concerted manner from production, distribution to product sales, and to improve the ability to provide timely and interactive services. In realizing the synergistic response of each link, economic ties are much more effective than administrative orders.

The reform of the cultural system has brought good opportunities for the development of popular science industry. As a part of the cultural industry, the popular science industry is striving to form an industrial scale compatible with the rapid growth of the national economy, which should be the development goal for the coming period.