创新扩散视角下科学知识的微博传播机理研究

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。

An Research on Micro-Blog Spread Mechanism of Scientific Knowledge from Perspective of Diffusion of Innovation: Take the Micro-Blog of Earthquake Network of China during Ya An Earthquake for Example

Disaster period is the primary time to spread scientific knowledge. Taken the micro-blogging of earthquake network of China for example, the thesis has analyzed the communication mechanism by micro-blog of scientific knowledge in SichuanYaAn Earthquake based on diffusion of innovation theory . The conclusion is that In the context of micro-blogging, there are two kinds of channel to spread scientific knowledge mass communication and interpersonal communication .The former is a one-way transmission,which are oriented with the news value; while the latter is a two-way transmission ,oriented with social relationship . Therefore, It is necessary to improve the scientific knowledge of micro-blogging operation team ,improve the media literacy of receiver , cultivate opinion leaders actively, so that the influence of scientific knowledge through micro-blog can be strengthen.