Since socialization is the developing trend of the practical work of science popularization, it is important to make various sectors of society to engage in the undertaking. Beijing Association for Science and Technology has been conducted on researches, building various platforms and working with other sectors of society on the undertaking of science popularization, and all these work have got some achievements. The survey tries to understand the current status of various sectors of society involving in science popularization activities, to explore the ideas and methods to promote various sectors of society participating in science popularization, to put forward some suggestions on policy-making in developing socialization of science popularization.

Digital science and technology museum is the digital distribution center of science popularization resources with the function of supporting science popularization products exploitation and creation, carrying out science education for the public on the internet. In recent years, digital science and technology museum develops rapidly. Based on the analyses of digital science and technology museum’s characteristics, this paper focuses on discussions of the digital science and technology museum’s current situation and its problems, shows the significance of science popularization methods innovation of Chinese digital science and technology museum. Finally, the measures of innovating digital museum science popularization methods are put forward.

The era of all-media is coming. This paper reviews the definition and characteristics of all-media and discusses its great power to promote social transformation.

The events health care shocked the medical world of 2010. This paper analyzes the present situation and existing problems of medical science from the perspective of science communication; suggests that professionals should communicate medical science by scientific methods to make it accessible to the public; government should support the communication of medical science and mass media should be the important channel.

The large-scale multimedia interactive exhibit “The world of flower”, which was developed by Beijing Botanical Garden, applying modern multimedia technology while demonstrating large-scale model of flower; introduces the structure, function, evolutionary path and cultural connotations of the flower in detail. An interactive platform was built for visitors, especially teenagers who will know and learn more science knowledge of plant. The useful knowledges and the lively form it has brought great social and economic benefits after this exhibit put into use. Meanwhile, the three major trends of the science communication worldwide, which are “innovation of ideas, methods and technologies”, were applied in its design and production.

With the rise of new technologies such as all-media, 3G network and LED display, opportunities and challenges emerge in the field of science popularization. This paper describes the R&D of a new digital facility AMSPW (All-media Science Popularization Window) as well as its application and extension; discusses the significance and different approaches in creating new means for science popularization with new technologies under present circumstances. It presents the establishment of a science popularization system based on AMSPW as well as solutions for notable issues.

In face of the situation such as basic scientific literacy of citizens in our country is less optimistic and Web 2.0 era is coming, Wikipedia network is becoming a new popular model of science popularization. Wikipedia is a typical innovation of Web 2.0 under the conditions of knowledge society. It can stimulate most of the internet users to be involved in the creation and interaction on the net. Hudong.com, for example, as the largest global Chinese Wikipedia supported and constructed by volunteers from all over the world, makes up the disadvantages of the traditional popular science website, realizes the transformation of the purpose of science popularization, diversification of subjects, change of content organization, transformation of communicative forms and paths, building of self-improvement mechanism etc. However, it also has the following disadvantages: low rate of popularization and low quality of the entries. In conclusion, the paper gives advices aiming at these disadvantages in order to popularize this model better.

With the implementation and development of the Outline of the National Scheme for Scientific Literacy, science popularization in China has entered a new stage; the methods and forms of science popularization diversify, showing a flourishing trend. As one of the important carriers, popular science films & television will play an increasingly important role in the future. This paper analyzes the status quo of science popularization films and television in China, points out the existing problems, introduces excellent experience of foreign popular science films & television, analyzes scientific elements of the U.S. TV show——Big Bang Theory and Discovery particularly. It also gives some advices on the development of popular science films & television.

The article explores the marketing strategy of science popularization activities by case study on science popularization done by some domestic and overseas enterprises in recent years. Making use of the market exploitation experience of Beijing Olympic Games and Shanghai Expo, the paper intends to find the proper marketing strategies for science popularization and provide references for carrying out enterprise-sponsored popular science activities effectively.

Scientific literacy refers to the acquirement of the basic knowledge and the comprehension of the basic ideas and values of science and technology, including the mastery of scientific knowledge, methodology and understanding of the influence of science on the society. Humanistic literacy, the essence of which is the concern for the meaning and values of human existence, is people-targeted and people-oriented, with the pursuit of a good life and a good society as its purpose. Humanistic literacy could be attained through general education. Scientific literacy and humanistic literacy ought to be integrated, and a real talent should have comprehensive development in both humanities and sciences.

Computer & Network bring the human beings into the era of digitalization whose profound influence stems from the digitalization of information in the physical world and forming a virtual world by the rapid communication of information. The digitalization and the fast communication of information result in various characteristics of the digitalization era. Virtual digital world is the superior society form than the simulating abstract world which is made of language & symbols, it will prompt great transformation of the real world. In the era of digitalization, people have stronger desire for knowledge and truth; they have more requirements for science popularization. Due to its superiorities, digital science communication will be the mainstream of science popularization. Traditional science popularization will show new features after coordinated with digital science popularization, it will play indispensable role in many occasions.

Beijing University Propaganda and Education Team of HiNutri Health is composed of 33 postgraduate students who major in nutrition and food hygiene. Under the instructions of specialists and professors in the department, services such as public lectures and website propaganda are provided for community residents to spread health concepts and improve public consciousness on nutrition and health by HiNutri Team with the goal of fulfilling their social responsibilities and return the society with knowledge. During the period of April to October 2010, serial activities including nutritional propaganda and education, public health consultation have been hosted for 3 500 participants in 12 communities in Beijing and Taiyuan, which was reported by the mass media. In response to relevant policies, setting up Nutrition Improvement Demonstration Community in Beijing and Union of Nutritional Propaganda and Education of Public Health in medical school throughout the country has been included in the team plan. Fulfilling missions as a nutritionist in the improvement of the physical quality and fitness of the whole population is the common expectation of the HiNutri Team and its members.

Objective: To understand how the effective channel of science communication of planned immunity for children “IEC” (Information-Education-Communication, IEC) in minority areas was established. Methods: 1. Visit and observation: visiting village cadres, villagers, local song singers——the main heirs and transmitters of local culture to figure out the effective means of communication of information in Miao and Dong Minorities. 2. Questionnaire, focused group discussions and individual in-depth interviews. Results: 1. Find out the appropriate way of communicative strategy: lectures of village cadres; interleaf in the vaccination certificate, local songs and posters. 2. The effect of the folklore elements in the communication based on sociology study: they offer a unique and effective way to publicize the information and this kind of diffusion can get to the minor-cultural community. 3. According to the refinement of the information and the folklore: four kinds of materials were made. After the improvement of the materials in two pretests, these materials can be highly understood, accepted and approved by 80% of the local people.

The development of science popularization is an important measure to improve public scientific literacy. Digital science popularization is timeless and boundless as compared with the traditional ways of science popularization. Therefore it is more attractive. Digital science popularization has developed rapidly in China in recent years. However, the analysis of audience should be taken into account seriously to grasp their need for popular science knowledge with the least waste of science popularization resources. More attention should be paid to vulnerable groups, especially old people. In the digital age, development of the digital science popularization is necessary for the development of economy and scientific culture, it is a new form with great perspective to promote the scientific literacy of the whole nation.

Under the new media pattern in the 21st century, communicating science by science animation has become a popular and necessary method. However, we are backward in the development of science animation nowadays. There are many problems which are analyzed in this paper. The paper also gives suggestions on how to face these challenges, such as national policy produced by the government, building of resource sharing platform and talent sharing platform, etc.

This paper analyzes the structure and characteristics of mobile communication industry and features of mobile communication, discusses the present status of mobile science communication industry, gives the analyses of customers’ need. Based on the above analyses, the paper points out that channel monopolization plays an important role in the development of mobile science communication industry. Finally, it draws the conclusion that several elements such as users’ need and mobile terminal technologies exert important influences on the development of mobile science communication industry.

To change the ideas of traditional science education and promote the public scientific literacy is the key to make China powerful through science and technology. Ceramics, a culture of long history and great vitality, will undoubtedly promote the country’s science communication innovation. The science communication worldwide is making its effort to the cultural heritage. How could Chinese popular science education successfully mix the tradition and modern culture together? The exploration and innovation ceramics culture achieved in science practice and education is making its contribution to science education innovation.

Beauty is a concept in connection with the categories of nature, society and art, it also plays magic role in science. Reviewing the history of science, scientific aesthetics stems from the Pythagorean traditional mathematical rationality in ancient Greece. The beauty of science shows the progress of survival and development of human beings, it also reflects the beauty of nature. The beauty of science becomes the powerful driving force of scientists who are engaged in scientific exploration, it also become the link between science and the humanities. The aesthetic education helps people to form proper life values and contributes to build a harmonious society.

It has been an urgent issue for the creative industry functional districts to improve the scientific literacy of their residents. Based on the author’s investigation, the paper analyzes the characteristics of science communication in these communities; put forward strategies to strengthen science communication considering flexible transfer of talents.