This paper discusses the transformation of science communication from deficit model to the model of public engagement of science. It then summarizes the challenges of social media to science communication. These challenges include the contradiction between professionalism of science communication and the unconstrained expression enabled by social media, the changing unbalance between scientific elites and the general public, the fast spread of rumors, and the denialism of science caused by irrational populism. Based on a case study of online controversies on genetically modified golden rice in China, this paper concludes that social media can become a potential platform for the public engagement of science, but it is not a ready public sphere. Science communication professionals should facilitate social media to become a better space forthepublic to participate in the process of science.

Through the study on the change of science popularization policies, this essay outlines the legalization process of science popularization industry, and claims that “science popularization industry” has become a universal conceptual terms in both academic and government's choices. It is a common sense that corporate development of science popularization enterprise led by government and science popularization industry is operated by market. Then, through a comprehensive analysis and system contrast of the connotation and denotation of the two, this essay accurately grasps the qualitative and quantities prescription of science popularization industry and cultural industry, and discusses that science popularization industry is an integral part of the cultural industry. This paper fundamentally solves the legitimacy of cultural industry policies applying to science popularization industry.

With rapid development of popular science voluntary service, promoting college students' capacity has become a research issue. Based on the capacity building theory and the questionnaires of 139 college student volunteers of science popularization, the article firstly processed the data using Factor Analysis Method, and then took empirical analysis on the influencial factors of college student volunteers' capacity promotion in science popularization using Multiple Regression Model. The results show that college management, capacity awareness, social environment, process management have significant effects on college student volunteers' capacity promotion in science popularization. In order to promote college student volunteers' capacity, capacity awareness should be cultivated as the foundation, institution capacity building, including college management and process management should be strengthened as the platform, and social environmental capacity-building should be enhanced as a guarantee.

As the economic society blossomed, our cultural accomplishment is also improved in leaps and bounds, people enhance the desire of engaging in the public affairs and improving the requirement of scientific and technological knowledge. This survey is based on the investigation samples that research institutes are open to the public during the Science and Technology Week in 2013. Its main aim is to know the situation and effect of this pubic activity, then proposes somepractical policy suggestions for the related task in the further. According to the research, many universities and institutions are involved in this activity. However, the amount of passengers is generally low. Hence, our suggestion is to intensify the propaganda and interaction futhermore, institutes with a good effect should be given reward to improve their enthusiasm.

In recent years, emergencies are growing increasingly. Lack of timely science popularization and short of consciousness result in many injuries and deaths and economic losses in the emergencies. This study suggests that the principle of feasibility, normalization and efficiency should be followed, and the rapid response emergency science popularization mechanism which include pre-arranged planning, organization and coordination, science popularization, resources safeguard and daily education, should be established as well.

The exhibition of Science and Technology Museum is a primary approach to achieve the function of popular science education. Meanwhile, the progress in exhibition design requires the implementation of exhibition effects evaluation. This paper analyzes US National Science Foundation's guide for evaluating AISL-supported projects, summarizes the framework for evaluating effects of NSF-funded exhibition, and takes the evaluation of Star Wars: Where Science Meets Imagination travelling exhibition as an example to explore how to conduct the effects evaluation of exhibitions. The practice of effects evaluation of exhibitions in US provides useful experience for carrying out similar activities in China.

Visibility of a television program has a close relationship with the television program featuress. Mythbusters is a series of science experiment television programs of the United States Discovery Channel and it is fun to watch. Mythbusters has a wide range of audiences all over the world. In this paper, through the analysis of program characteristics of Mythbusters, some good enlightenment can be obtained for similar science television programs in China.

To develop public attitude toward science in the questionnaire. Supported by ABC theory of attitude, the content of domestic and foreign scholar's research, it analyzed attitude evaluation indicators, and formed a 25 item of the initial questionnaire. A randomly sample of 905 subjects who are in Hefei, Wuhu, Lu'an. Through the questionnaire item analysis and exploratory factor analysis from 25 items in the initial questionnaire, it selected 17 items to form a formal questionnaire, and through confirmatory factor analysis we verified its theoretical mode. Overall, alpha coefficient of the subscale and total scale is between 0.715-0.862, each subscale scores and total scores were significantly correlated (p<0.01). The questionnaire has good validity and is a useful tool to measure public attitude toward science.

To explore the causes of neglect of science popularization writing, it used the questionnaire (including attitudes in colleges and universities towards science popularization writing) to investigate 126 teachers in 17 departments of Henan University randomly and a semi-structured interview of some teachers. Results show: (1) most of the teachers fully affirmed social public welfare of science popularization work, and thought that university teachers had the duty to do it, but they had different opinions and attitudes towards the resistance of science popularization work; most of the teachers thought that countries should make some policies to encourage college teachers to participate in; (2) college teachers had a conservative attitude toward science popularization writing, lacking understanding of scientific concepts, in addition, the main reason was internal, including social contribution, interests, and a sense of accomplishment.

As the core theory of the HIPST project of the EU, Discipline-culture displays it's stable structure: Nucleus- Body-Periphery. Based on the structure model, the nature and the progress of science have been elaborated. When the cultural model is applied to science education, several problems have been explained availably, such as, the education of the nature of science, how to select and organize the contents of science to teach, how to learn and study more efficiency, and etc. Now, some teaching cases have been developed and used throughout the EU, aimed to improve students' scientific Literacy and enhance the public understanding of science.

The Xiang Newspaper is operated by Institute of South, started in 1898, in Changsha, Hunan. The editing features of Xiang Newspaper are expressed through its themes, columns, styles, writers and serials. The characteristics highlight the scientific and technical communication of the mass communication under the Attention Economy.

Gu Junzheng is a famous science writer and publisher in China who sticks to science writing in his whole life. His science essays are filled with both precise scientific knowledge as well as varied literature form. This study focus on the topics he selected, the form and the language of his essays, offering some proposals for science writing. focus on current affairs; highlight innovation; emphasize joy.