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.

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.

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 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.

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.

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.

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.

Special Committee of Science and Technology Museums made a survey on the present status of science instructors in science centers in our country in 2015. On the analysis of some indexes on age structure, academic background, professional title, annual income, on-the-job training and career contents, etc, this paper tries to come to a conclusion that there exist a number of problems in the career of science instructors, such as unreasonable staff structure, unclear professional orientation, not too smooth career promotion channels and unsystematic, and upgrade of on-the-job training etc. In a nutshell, this paper comes up with some suggestions for the sound development, among which to establish the career development path for science instructors by mainly analyzing the career orientation, career development ladder and auxiliary mechanismis an important measure.

Firstly, the paper analyzes the importance of emergency science popularization (ESP) and main problems of ESP in China where the supply of ESP products is not enough, and the current resource sharing mechanism where the public lack opportunities to obtain ESP skills training. Secondly, three advantages in modern system of science and technology museum with Chinese characteristics are analyzed, it contributes greatly to the increasing number of the public who accept education and acquire enlightenments from ESP, it in turn helps to enhance the public’s skills to deal with emergencies and reduce development costs of ESP resources. Last but not the least, some suggestions are put forward in the paper, such as the construction of education base, “light cavalry, ” digital science and technology museum, and film and television production base for ESP.