Science popularization acts as a vital bond linking scientific and technological innovation with social development. As the source of science popularization, scientists directly determine the improvement of national science literacy through the quality of their participation in outreach activities. Based on 5W communication model, this paper systematically sorts out the current practices of scientists engaging in science popularization in the new era. It finds that while encouraging progress has been made in scientists'participation in science popularization at present, they still confront practical dilemmas including over-reliance on one-way indoctrination, inadequate adaptive capabilities and insufficient media literacy. To address these challenges, this study proposes practical strategies from three dimensions: the state, society, and scientists. The state shall improve top-level design and optimize incentive mechanisms and supporting infrastructure. Society should be established to empower communication platforms and encourage public engagement. Scientists should reshape their principal responsibility and upgrade their media literacy as well as the capacity to transform professional knowledge into accessible popular science content.

scientists  /  science popularization  /  national scientific literacy  /  5W communication model