This paper, taking the middle-to-high level popular science books published by Shanghai Scientific and Technological Education Publishing House as case study, and gathering statistics on related book mail order, is worked out through the ready-designed questionnaire. The conclusion is drawn, basing on the analysis of the callback questionaires, that “Folk Scientists” are the important target audience for the popular science books of middle-to-high level.

Despite the Chinese government's support, there is a continued decline of science journalism in China. It has been complained by science media professionals that market-oriented media reform in China has led entertainment and sports news to replace serious science reporting. However, this study, by examining various factors involved in the production process of science journalism and by analysing news releases from science institutes and the corresponding media reporting of them, proposes that propaganda-oriented science communication, which stresses publicizing scientific achievement of scientists and their institutes instead of exploring the science relevant to people's life and inspiring people's inquisitive manners, is the major factor leading to the rising marginalisation of science journalism in China.

Through the theoretical analysis of the hierarchy of receivers' cognitive laws and the communicating effect of video and acoustic works, based on the creation of digital agriculture which is a science film, this article reaches the following conclusions: The creation of video and acoustic works is closely related to the receivers' cognitive structure, the communicating effect of scientific video and acoustic works is directly related to the harmony of receivers' cognitive structure and laws. It means that receivers' psychology, care degree or the awareness (selective attention) to the information is the base of receivers' understanding (selective perception) of works. The receivers' understanding (selective perception) is the step of their acceptance and belief (Selective Retention), their acceptance and belief (Selective Retention) is the result of information accepting. During the process of creating scientific video and acoustic works, we should concern about the subject-researches, clean the creation goal, take a look at the content location and scientific intension, care more about the receivers' cognitive laws and narrative techniques, effort to make the harmonious mutual interaction between the works' value and receivers' soul, thus to edify people to love science, understand science, master scientific technology, improve people's scientific literacy.

Their interrelations were studied by the cases of science popularization with culture construction in the enterprise. The science popularization is a aspect of enterprise culture, which can explode the self-denying energy of employees to seeing truth and the worth idea of the regard science, to call for logos and to be practical and realistic. And the fundamentality of introject will be more and more emergence in the course of scientific developing.

The development of science popularization infrastructure is the foundation for the capability building of science popularization in a country, and the operating mechanism is the critical factor to influence the development of science popularization infrastructure. This article induces several pieces of policy advice, such as strategy management, vision design, marketing, standardization, funding system, and so on, based on the empirical study on the Chinese science popularization infrastructure and the study on the experiences from foreign infrastructures. The author believes that the advice will be helpful to the strategic decision in the future.

In recent years, Europe and the United States has been exploited the new model of science popularization for schools-oriented, family-oriented, community-oriented and society-oriented. This paper studied on some cases of the new model of science popularization in foreign Science museums and science centers. It can be treated as the reference for the innovation of service and Function in Science museums and science centers.

As the twenty-first century comes, China raises an unprecedented upsurge of constructing science and technology museums. All thoughts on exhibition design of science and technology museums, including instructional concepts, successful experiences and unsuccessful precepts, attract people's attentions and concerns. This thesis discusses on the intention of the exhibition design in science and technology museums. It also discusses the mastermind of the exhibition design. It stresses on contrasting and analyzing designs of integrated exhibition rooms and exhibitions room for special topic, basic theories and advanced technologies, interactive exhibits and collections, and different styles of design which include the styles of classic, avant-garde, traditional and updated concepts. This thesis not only discusses the examples on museum designs, but also designs essentials and actual impression, which are widely embodied in international popular designs of science and technology museums. Through discussing on all the aspects above, it comes to the conclusion that exhibition design should advance with the times, with display concepts, display contents, display modes, display technique updated and innovated at all times, so that science and technology museums can keep sustainable development.

The aim of the European Commission's Science and Society Action Plan is to pool efforts at European level to develop stronger and more harmonious relations between science and society. Its objective is to put practice ideas in these debates concerning the links between science and society. To this end, it proposes 38 actions to be undertaken jointly with member States, the regional authorities, scientists, policy-makers, businesses and other stakeholders in civil society. The EU's science and society action plan is very characteristic of Europe, to a large extent, the level of need in the whole of Europe was on the issues of concern to the general public and from different countries are complementary experience. Currently in Europe, the meaning of science and society have far exceeded the often-mentioned “Popular Science”, which areas of research and scope of activities is not only the dissemination of scientific knowledge and universal access to alternative.“The action plan of science and society” of the EU is strongly characterized by Europe, which to a large extent, needs the researches into the public general concerned issue on the whole Europe, and obtains complementary experience from different countries. At present in Europe, the meaning of science and science was far beyond often-mentioned “Popular Science”, whose scope of researches and activities cannot merely be substituted by the dissemination and popularization of scientific knowledge.

Colored Encyclopedia of Science and Technology (2005), jointly published by Shanghai Scientific and Technical Publisher and Shanghai Scientific and Technological Publishing House, is a set of innovative science popularization books with Chinese characteristics. The paper takes the volume of Implements and Technology of the series as an example for analyzing in the creativity of author, text editor and art editor, and accounting for how to use artistic modes which display the invention of artifacts of modern society, show the history of human technological civilization, as well as the relationship between modern techniques and society in the Implements and Technology.