In order to clarify the current situation, characteristics, and potential trends of the legislation on social science popularization in China. Based on the policy research and text analysis method, this study systematically summarizes the current situation and diachronic trend of the legislation on science popularization. It is found that the legislation of science and technology popularization generally takes place first in the prefecture-level cities. The state leads the whole country after following up legislation. At the same time, the legislation of social science popularization shows the tendency of the legal system to improve continuously, the inheritance of soft law characteristics, and a certain extent of pluralistic tendency. Therefore, in the revision of the Law on Popularization of Science and Technology, the social science popularization is supposed to be formally incorporated, multiple subjects of the social science popularization should be clearly defined, and the social responsibility and legal responsibility of different subjects ought to be differentiated, to provide rigid support for social science popularization.

The emergence of virtual reality technology has brought more visualized displays and novel experiences for science popularization, especially mixed reality (MR) technology can make users immersed in the environment of scientific knowledge. Currently, the research on the application of mixed reality (MR) technology in science popularization is still in the exploratory stage. It is mainly qualitative description, lacking analysis and demonstration from the user’s perspective. Based on the technology acceptance model (TAM) and combined with the characteristics of mixed reality (MR) technology, this study investigated 280 science popularization users’ intentions. Specific analysis of the perceived ease of use, perceived usefulness, interactive, entertaining to impact the participating and sharing intention, and put forward the proposal: (1) optimizing users’ participation and interaction; (2) increasing the entertainment elements in science communication; (3) simplifying the operation of equipment; (4) guiding users sharing experience.

In the event of public health emergencies, spreading science popularization videos can help improve the public’s rational cognition and reduce social panic. However, there are few pieces of literature on the spread of knowledge-oriented science popularization videos. Based on the theory of information acceptance and the theory of network embedding, the method of directional data collection is adopted, and the new coronary pneumonia science popularization videos on the Bilibili website from January 20, 2020 to March 1, 2020 is used as the research object. Start with the amount of video playback and video sharing, and explore the factors influencing the continued spread of science popularization videos. The research found that: network in-degree, network contribution, video playback volume, and video sharing volume all have a positive impact on the creator’s network structure embedding and network relationship embedding; video creation days, video duration, network in-degree, and network contribution all have a positive impact on science popularization videos. The diffusion effect has a positive impact; the video playback volume, sharing volume, and the creator’s network in-degree all have a positive impact on the continuous playback of science popularization videos, and the video playback volume and network in-degree have a positive impact on the continuous sharing of science popularization videos. According to the research conclusions, suggestions are put forward to improve the diffusion effect of science popularization videos.

As a new product of media technology, interactive video has the functions of both information transmission and knowledge interaction and is an excellent carrier of scientific knowledge dissemination. Based on 325 samples of interactive science videos collected from Bilibili, the influencing factor model of science popularization interactive video communication effect is constructed based on the Heuristic-Systematic Mode of Information Processing. The model is tested and empirically analyzed by SPSS software. It is found that the overall communication effect of interactive science video is quite different; the Heuristic cue is an important factor affecting the communication effect. The “first impression” of users on video determines the communication effect of video to a great extent. The science content with low knowledge acquisition cost and easy to understand has better communication effect. Achievement based interactive motivation is the key factor affecting the communication effect. Appropriate interaction frequency can effectively optimize the dissemination effect of science knowledge. The number of creators’ fans and video interaction motivation have an interactive effect on the communication effect. The research conclusion can provide new ideas for the innovation of science popularization videos in the new media environment and boost the development of knowledge inclusion.

WeChat public platform has played an important role in science popularization. This paper is based on the data obtained from 10 science popularization WeChat public accounts with many fans and a high degree of activity. From the perspective of relevance theory, combining the content analysis and thematic analysis methods, a form-and-content comparative analysis of the top 5% and bottom 5% of the article titles in each official account is carried out to summarize the title features of hot articles. It is found that the titles of hot articles are mostly headlines and have diverse expressions and emotional appeal, which make their ostension more attractive. At the same time, the title content of the hot articles pays more attention to the latest issues and unusual facts and has high proximity in terms of geography, benefit and psychology. The above characteristics improve the contextual effects and reduce cognitive efforts, helping to boost online reading frequency.

With the development of Internet, WeChat has become an important information dissemination platform for science communication in the new media era. The-Intellectual is a typical example of new science and technology media. It attaches importance to scientists’ reports. The-Intellectual constructs the media image of scientists in the new media era through aspects of content, form, position, style and process of the reports, which can provide enlightenment and references for other new media to report scientists and build the image of scientists: improving interactivity to enhance the effect of scientists image; adopting the model of “scientist+media professional” to provide content and form guarantee; applying of holographic communication and full effect communication; building civilian and diversified images of scientists to meet the needs of the new media era.

Based on the context of new media, using new media communication and animation theories, the current situation and problems of new media medical science popularization cartoons are explored. It is found that new media has a direct and far-reaching impact on the communication mode, creative form and profit mode of medical science popularization cartoons. And there are problems such as single creation subject, strong professional theory, monotonous expression form, etc. Taking the three typical medical science popularization cartoon platforms of Xiaodaifu Cartoon, Tencent Medpedia and Hunzhi Health as examples, this paper analyzes the characteristics of medical science popularization cartoons in the context of new media and puts forward several development strategies: broadening the creative theme to accurately locate the needs of the audience and the trend of the times; innovating the narrative methods to enhance the interestingness of the story and the commonality of the language; using new media technology to innovate forms of expression and enhance the audience’s interactive experience and reading interest.

Under the background of the “Two-Wings Theory”, it is of great significance to further strengthen the coordination and cooperation among the main bodies of science popularization policy-making in China for improving the effectiveness of science popularization. Taking 648 subjects of science popularization policy making at the national level in China from 1994 to 2020 as the research object, this paper quantified the colletive evolution of issues of science popularization policymaking in China from three dimensions of policy subjects, policy types and policy intensity, and found that: The scale of cooperation of the main body in the formulation of science popularization policy in China shows an evolution trend from “preliminary development” to “rapid development” to “steady development”; The main body cooperative network shows the evolution characteristic from “dispersion-coupling type” to “center-edge type” and then to “loose type”; The scope and depth of cooperation network among major entities are expanding; The supporting system to promote the cooperation and coordination of the main body of science popularization policy-making in China needs to be further strengthened and improved. Finally, based on the analysis of characteristics, several policy suggestions are put forward to enhance the coordination between different government departments and people’s organizations in making science popularization policy in China which could enhance the effectiveness of science popularization policy.