New media serves as an important power in promoting social development. New media has exerted far-reaching influence, brought new vitality, and changed the structure of time and space for science popularization. From that sense, science popularization will place more emphasis on interactivity, participation and experienceing. But the current institutional system of our science popularization does not accord with the needs for new media development, mainly featuring institution dependence, technical track dependence and content dependence. In the presence of the trend of media convergence, the key way for science popularization development is to positively transform the system and mechanism, establish a system that fits new media, and cultivate and promote scientific culture that is in line with the feature of internet era.

science popularization  /  new media  /  internet  /  scientific culture