Studies on Science Popularization

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Evaluation Indicator System for Science Popularization Short Videos：Concept Clarification, Value Deliberation, and Construction Path

Studies on Science Popularization. 2023, 18(6): 32-40.

The development and prosperity of science short video has become an important form of popular science products and an important channel for disseminating science to the public. However, there are also some problems behind the prosperity of science popularization short videos, such as content homogenization, pseudoscience, tort plagiarism, excessive entertainment commercialization and so on. There is an urgent need to build an evaluation index system to strengthen content supervision and review. In this paper, on the basis of clarifying the concept and value, the evaluation index system of science popularization short is constructed from the four dimensions of basic qualification, content, form and influence, including seven secondary indicators and 21 tertiary indicators, including compliance, science, guidance, popularity, artistry, technicality and influence. We hope that it can provide scientific and effective creative guidance and evaluation references for creators, platforms and relevant management departments, promote the healthy and orderly development of science popularization short ecology.
Investigating the Influence of Visual Elements on Click Behavior during Active Retrieval of Science Popularization Videos

Studies on Science Popularization. 2023, 18(6): 41-52.

Science popularization activities on social media are experiencing a period of prosperity marked by diverse creation and significant public engagement. The influence of visual elements on click behavior when actively searching for science popularization videos warrants attention. This study employs ELM and visual persuasion theory to construct a model for "Visual-Driven Elaborated Click Behavior Influencing Factors, " aiming to comprehend public engagement in online science popularization and enhance the attractiveness of science popularization videos. The findings indicate that in the centralroute, image elements related to the video's theme termed as "content imagery," along with interrogative sentence titles with "information marking," significantly influence user clicks. Additionally, in the peripheralroute, elements such as bullet screen comments, likes, title length, video duration (referred to as "structural elements"), and "stylistic imagery" elements like thumbnail color and brightness also affect user click behavior during the proactive retrieval of science popularization videos. Contrary to expectations, the image quality of "formal imagery" is not a significant factor in user recognition of thumbnail elements and interestingly popularity did not have the usual significant impact on user decision-making in the Peripheralroute. Based on the findings, this paper proposes suggestions from four aspects：video thumbnail, title, interaction, and content production. These suggestions aim to enhance the click-through rate for science popularization videos in active retrieval scenarios, thus fostering the development of science popularization initiatives on social media.
Research on the Internationalization Path of Science Popularization Standards in China

Yi Tingting, Zhao Wenhui

Studies on Science Popularization. 2023, 18(6): 53-59.

The "going global" of science popularization standards is one of the important aspects for China to implement the concept of global governance and Chinese solutions. On the basis of analyzing the internal logic and realistic dilemma that the internationalization of science popularization standards in China, this article fully draws on typical practices of science popularization standardization at the international level and deeply analyzes the internal laws such as the driving factors, models, and evolution paths of internationalization of science popularization standards. This paper proposes a step-by-step practical path for China's science popularization standards to "go global" based on international standard transformation and development based on good domestic practices, road exploration based on international standardization cooperation mechanism, and standardization integration in science popularization ecosystem.
An Innovative Model of Agricultural Technology Transfer

Zhu Ziyi, Jin Jianbin

Studies on Science Popularization. 2023, 18(6): 60-69.

The conflict between traditional technology supply and farmers' market-oriented demand was a significant obstacle that hindered the efficiency of China's agricultural technology transfer system. The technical envoy system, an innovative agricultural technology transfer model initially developed in South China, offers a promising solution. The cornerstone of this system is the integration of governmental, industrial, technological, and market resources, which centered around technical envoys. This integration balances planned and market-based economic mechanisms while also taking into account the diverse interests of multiple stakeholders. In this article, by adopting the concept of science capital as our key analytical tool, we conducted an in-depth case study on the context, operation, and underlying mechanisms that contribute to the efficiency of this model. The paper found that a proactive government and an efficient market stimulate the generation and flow of science capital, ultimately enhancing the overall efficiency of the agricultural production system via the self-amplification and reproduction of capital. It is suggested that we should continue to enhance financial support for technical envoy system and effectively attract talents of different majors to close the distance with farmers at the grassroots level. By forming a more solid agricultural technology expansion network, we can achieve significant results in "line connection, dense network, and people gathering."
Research on the Orientation of Science Reading in Basic Education Stage in China

Studies on Science Popularization. 2023, 18(6): 70-77.

In the current era of fragmented reading and networked dissemination of science and technology information, the importance of scientific reading in improving the scientific literacy of primary and secondary school students has become increasingly prominent. The Catalogue of Reading Guidance for Primary and Secondary School Students (2020 Edition), compiled by the Ministry of Education, recommends science books for the first time, which breaks through the traditional reading concept of only recommending literary books. The kind of natural science in the Catalogue not only selects a large number of science popularization knowledge books to expand basic scientific knowledge and introduce metascience works to cultivate the concept of scientific essence but also rarely introduce scientific classics to cultivate the concept of scientific culture and original thinking. Based on the research, it's suggested that science reading guidance requires the establishment of a selection mechanism for excellent science popularization, being guided by cutting-edge scientific and technological concepts, and emphasizing the interpretation of scientific classics.
Promoting the Spirit of Scientists in Science Museums：Challenges and Opportunities

Studies on Science Popularization. 2023, 18(6): 78-85.

This paper aims to explore how science and technology venues can comprehensively, three-dimensionally, and profoundly convey the story of scientists, shape the image of scientists, and promote the spirit of scientists. First and foremost, it uncovers the challenges and shortcomings faced by science and technology museums in promoting the spirit of scientists from a realistic perspective. Secondly, through case analysis, this paper explores feasible approaches to uphold the spirit of scientists through exhibit displays, guided tour systems, and scientific activities. Lastly, it proposes suggestions for future endeavors in promoting the spirit of scientists within domestic science and technology museums by focusing on designing science popularization activities that revolve around the spirit of scientists as well as collaborating with various institutions to create a comprehensive plan.
The Cultural Foundation and Historical Evolution of Japanese Craftsman Tradition

Studies on Science Popularization. 2023, 18(6): 86-93.

Japanese society has a deep historical and cultural foundation for the cultivation and shaping of craftsmen. The tradition of craftsmen was inspired during the Nara era, initially formed during the Middle Ages, established during the Edo period, and injected important force into Japan's economic take-off as a universal value in modern and post-war times. The religious beliefs and national character in the Japanese cultural tradition are the important foundation for the formation of the Japanese craftsman tradition. Driven by the idea of "god's handicraft," the pursuit of perfection and excellence gradually evolved into the value ethic and spiritual direction of the modern Japanese merchant systematically to become rich until the "craftsman society" was gradually generalized, and the craftsman tradition was well inherited and promoted here. However, under different historical conditions, craftsman tradition is inevitably integrated with economy and politics in a cultural form that is either advanced or backward, healthy or decadent. It has a counter impact on Japanese society. The secret to the success of Japanese manufacturing in the past was the apprenticeship system and lifelong employment system under the inheritance of family culture, where craftsmanship was inherited and developed under official protection. However, in the current era of significant changes in science and technology, Japan's former manufacturing giants have begun to seek quick success and instant benefits under the control of instrumental rationality. The culture of craftsmanship has gradually been hidden, and the lost craftsmanship tradition has led to frequent scandals or embarrassing situations.
Development and Practical Approaches on the Evaluation of Nationwide Digital Literacy and Skills

Studies on Science Popularization. 2023, 18(5): 5-13.

The citizens' digital literacy and skills are an important component of the core literacy for contemporary citizens and the inevitable requirement of modernization for human literacy. Digital literacy has risen from an initial academic research object to the strategic vision of a country or organization, deeply integrating into the process of economic and social development. This article solidifies the cognitive foundation of evaluation research by explaining the development trends of digital literacy concept names, characteristics of heterogeneous integration, and capability framework dimensions. Based on the international perspective and actual national conditions, the evaluation of digital literacy and skills for a super large-scale population has been conducted. The theoretical and practical basis of evaluation models and evaluation indicator systems are improved, which enhances scientificity and standardization. The evaluation categories and interrelationships of each indicator dimension are clarified. The evaluation tools are developed to connect the theory research and practice closely. The data are expected to be available, assisting the sustainable and healthy development of the digital society.
The Practical Logic of Popularizing Scientific and Technological Resources

Studies on Science Popularization. 2023, 18(5): 14-21.

The popularization of scientific and technological resources is a strategic measure to implement the important discourse of Xi Jinping's Two-Wings Theory and promote the combination of scientific research and popularization, which is of great significance for scienfic and technological innovation and popularization. Although the current popularization of scientific and technological resources has achieved good results, there are still many problems, particularly in the insufficient integration of science research and popularization, and there is still great room for improvement in the systematic promotion and institutional design of the popularization of scientific and technological resources. In order to better promote the popularization of scientific and technological resources, this article analyzes the evolution process of the relationship between the scientific community and science popularization from a historical perspective through various methods such as case analysis, empirical analysis, and literature research, and elaborates on the connotation of the popularization of scientific and technological resources from the perspective of integration of scientific research and science popularization. After extensive interviews and drawing on international experience, four practical models for the popularization of scientific and technological resources have been proposed, and suggestions have been put forward from four aspects：establishing a mechanism for combining science popularization and scientific research, building bases, strengthening the training of scientists, and increasing the scale of scientists training.
Research on the Practical Mode of Scientists' Participation in Science Popularization

Studies on Science Popularization. 2023, 18(5): 22-30.

Under the new ecological environment of science popularization in the new era, the pattern of science popularization with the participation of the whole society is speeding up. At the same time, scientists are required to strengthen their sense of mission and responsibility and give full play to their main role in science popularization. However, there is still a phenomenon of "contrast between knowledge and practice", facing the "four no dilemmas" of "dare not, do not want to, disdain, and not good at". In order to realize the transformation to "true understanding, true willingness, true love, and true skills", the practical model and effective mechanism of scientists' participation in science popularization need to be studied and solved. The article constructs an analytical framework for scientists participation in science popularization practice based on practical scenarios. It summarizes three main practical modes：dominant creative mode, cooperative participation mode, and auxiliary support mode.Based on the theory of Motivation-Opportunity-Ability, a dynamic evaluation table for the selection of scientific popularization mode is constructed, proposing proposals for different modes of suitable populations. The research results aim to provide a reference for more scientists to participate in scientific popularization and provide decision-making support for relevant departments to formulate and improve special policies.

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