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.

Due to the increment of the information consumption, the process of informatization of science popularization products is accelerated. Since consumer habits are changing, more and more mobile Internet science products appear on the market. Therefore, to research the intention of consumer purchase science outreach products will help to promote the development of MN-based science outreach products and have positive influence on the popular science information construction. From three different research perspectives, namely the IT development, consumer intention and social psychology, the study combines Sheth-Newman-Gross consumption value model with theoretical framework. The consumer intention of MN-based science outreach products is analyzed by SEM, and the related influencing factors are verified. In a nutshell, some targeted countermeasures and suggestions are put forward based on the research findings.

New media serves as an important power in promoting social development. New media has exerted far-reaching influence, brought new vitality, and changed the structure of time and space for science popularization. From that sense, science popularization will place more emphasis on interactivity, participation and experienceing. But the current institutional system of our science popularization does not accord with the needs for new media development, mainly featuring institution dependence, technical track dependence and content dependence. In the presence of the trend of media convergence, the key way for science popularization development is to positively transform the system and mechanism, establish a system that fits new media, and cultivate and promote scientific culture that is in line with the feature of internet era.

Media monitoring approach focusing on scientific texts can provide a reflection on the texture of public science and reveal the different roles assumed by the media and other social groups during the communication of science. Texture analysis on media discourses is thus useful to achieve the above-mentioned goals, especially when assisted with analytical techniques of text coding and feature reduction based on procedures such as thematic indexing and keyword screening. In the paper, we made texture analysis on an amount of scientific coverage that appeared in two different newspapers, namely, People’s Daily and Southern Weekly, it not only draws an overall picture of how various science issues compete against each other in the news, but also leads the way to the construction of scientific corpora and keyword lexicon which in turn lay a theoretical and utilizable foundation of a more comprehensive monitoring approach to the process of informational dissemination of public science.