With the social development and ever-increasing scientific and technological progress, The traditional science communication model finds it difficult to meet the needs of the new era. It is found that there are many problems existing in this regard. WeChat (an instant message user) which is ranked among one of the top three social networks, can try to find room for playing their own advantages. It is deduced that such model is conducive to science communication in the new media environment. Specifically, it views science popularization public account as the core channel, and takes friend circles and we chat groups as the 2 full-fledged wings, it is believed that such full-coverage and interactive model will offer some references for science popularization model in the context of new media.

Soft power of science and technology constitutes an important part of cultural soft power, and scientific communication is an important way to understand the soft power of science and technology. From a perspective of social function, the dissemination of scientific and technological innovation are the 2 wings served for the construction of an innovative country and enhancing national cultural soft power. There remains a strong correlation between the dissemination of scientific and cultural soft power and the content of science communication, which reflects the sustainable development of cultural soft power in culture. Science communication activities help to enhance regional cultural soft power. Science communication when transformed towards the cultural soft power needs to be achieved by a certain form and way, and the soft power of science and technology is the important form for the scientific communication when it is transformed towards the cultural soft power.

The “Pulse Pregnancy Test” Competition launched on Microblog is one of the most important new media events in the field of Chinese medicine over the years under the background of a fierce debate about Chinese traditional medicine. The framing “package” analysis raised by Gamson et al. is employed as the theory framework to investigate 294 articles reported on traditional newspaper. By analyzing the categorization, process and attributes of each frame, the result shows that traditional media universally tend to accept the frame of supporting Chinese Traditional Medicine (CTM) due to the influence of current medical system and social culture. It also means that CTM and government have gained the power of discourse on the traditional media. Because the frame of science interpretation is seldom used among traditional media to construct news reports, it is essential to continue to have an in-depth discussion concerning how to conduct science communication on traditional media.

British Science Festival (BSF) is the oldest science festival in the United Kingdom, with great impact not only in Europe but the whole world. It has established a stable evaluation system for decades gradually. Some results have been found after the evaluation aims (targets), evaluation contents and evaluation methods of BSF are analyzed, revealing the differences between the perspectives, investigating questions of internal evaluation and that of external evaluation. Firstly, in terms of evaluation guideline and method (internal or external), there is a certain gap between BSF and international leading evaluation system such as NSF which pay more attention to visitor evaluation. However, internal evaluation has advantages in accumulating experience, and improving the overall strength of the working group. Secondly, evaluation plays a significant role in examining aims, output, organization and operation and communication effects on audience but is still superficial and not objective enough. The BSF evaluation system could be a reference in inspiring Chinese peers to establish its own science festival evaluation system and further improvement.

Science and technology museum culture construction system involves substantial content, it can be generalized in two aspects, it reflects the “hardware” of material culture, and embodied in the “software” of spiritual culture and system culture. The cultural spirit plays a vitally important role in science and technology museum cultural venues. By conducting a research on the construction of spiritual culture in science and technology museum, we can define what science and technology museum spirit culture is, why to build a science and technology museum culture, what kind of spiritual culture science and technology museum needs, and how to construct the spiritual culture of the science museum. All those will offer references for the construction of science and technology museums under the new situation.

The recent years have witnessed the reform of science education conducted in a wide and deep manner, science textbooks have an effect on science education and the cultivating of good image of scientists for junior middle school students. This paper analyzes the information and image of scientists in textbooks for junior middle school by adopting a quantitative and qualitative statistical analysis. Science textbooks use plentiful and multiple scientists’ materials where scientists are mostly from Europe, the number of modern scientists is larger than that of contemporary scientists, and there exist substantial differences in the gender ratio among scientists. Textbooks combine the objective external image of scientists and hard-working, serious and zealous internal image of scientists. When it involves writing textbooks, editors are advised to increase the proportion of female scientists, maintain a balanced ratio in the countries and times where they are living, as well as highlight their contributing spirit and endeavors.

The popularity of eating placenta and placenta therapy, which is also called “fresh cell therapy”, has been accompanied by controversy. The controversy is focused on the scientific and historical evidences. Looking into the scientific research to date, no rigorous evidence for therapeutic effects or hazard was found; the placenta therapy has nothing to do with stem cell therapy; and the “fresh cell therapy” was not supported by Chinese or Swiss government. The history of burying placenta was longer than eating, furthermore, the objection to medicinal placenta has been in existence since ancient times, therefore, long history cannot be used as an evidence for efficacy. Chinese historical regimen, the large demand and profits of health-care products along with the cognitive space given by the absence of scientific research give rise to the popularity of this kind of product under the situation of the absence of scientific and historical evidence.

As one of the most important forms of science communication, science fiction film has experienced continuous and tremendous changes during the past more than a hundred years. The results about categorical data analysis of Top 100 science fiction films show that the linkage type elements of science fiction film become more and more varied and audiences regain their faith in science. Moreover, the categories of linkage science are diversified and marked with the stamps of the time; with a low barrier to entry, the subject tendency and worldview of films are adapted to the reality gradually; And audiences tend to love the film which is both technical and thoughtful with different forms of international cooperation. Communication subjects should improve scientific literacy and build up their imagination; the field of science adds fuel to the flame and the area of expertise has paid great attention to the science fiction film. In addition, policy environment becomes more flexible and social aesthetic flavor changes with the times. All those factors contribute greatly to promoting science communication in Chinese science fiction film.

Through an overall review of the social function of advertising, it is found that the research of advertising under the current times pays insufficient attention to the science communication function of advertising. With the further integration of survey and case study, the paper analyzes three different science communication functions of advertising, and illustrates the positive and negative effects of advertising. In a nutshell, some suggestions are put forward based on different functions.

The construction of IBM mainframe science base in academy is not only filling the gaps in the domestic and foreign mainframe science popularization, but also a new attempt to participate in the work of science popularization for South China University of Technology (SCUT). Relying on SCUT’s rich software, hardware resources, and experiences in mainframe related research, the science base launches mainframe science popularization work for the public, especially young people in China. Advantages and characteristics of the science base are introduced; the innovative practices of science base are deeply discussed from four aspects: the content of science education, talents team, science instruments and practice methods; experience enlightenment, typical problems and the direction of improvements are also explored. All this can provide references for science popularization in mainframe and computer discipline.

Science writers play an important part in science communication, whereas with less attention placing on them. The current study aims to analyze the science writers’ social characteristics and temperament characteristics through the “Early Adopters” concept of Diffusion of Innovation Theory, and then interprets the science writers’ research data. This study finds that all of the educational background, scientific knowledge and cognition, culture literacy among the science writers’ social characteristics as well as their temperament characteristics show positive effects, whereas, all of their pathway and capability of information acquisition, communication channel and skill, as well as their socioeconomic status display negative roles. Furthermore, the current study discusses the underlying causes and solutions of the weak characteristics.

Science writing is an integral part of science communication, science writer association is a social organization aiming for the promotion of science writing. Based on an analysis of national science writer associations of Britain, America and Canada, whose science writing are active and official languages are English, this paper discusses the service for members provided by the three science writer associations from the aspect of awards, learning instruction and career instruction, and suggests that top-design, integrating social resources and internalization are the necessary factors for achieving good member service.

Science books for preschoolers play a crucial role in children’s book market. They are caring about what go beyond the facts and to make the children understand that things are connected. Using an analysis of 3~6 years children books selling list from DangDang, JD and Amazon China, 16 preschool children’s science books are identified and analyzed. Findings indicate that science books for preschool children remain low in best-selling books; Domestic science books are often a collection of facts and available in multiple copies; Scientific and technological publishing house are not involved in publishing; Most of the books are less of proper instructional guidance for 3~6 years and not in balance on subjects regarding physical, life, earth and space, engineering and technology. Based on the analysis, the paper puts forward some pratical implications for the further development of those books.