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    中国新媒体科普产业的现状研究

    摘要

    本研究进行了样本规模为2万人的问卷调查,分析证实:新媒体是获取科普信息的主要渠道。手机媒体是最重要的科普信息来源;只从传统媒体中获取科普信息者极少;以微信微博为代表的社交媒体是获取科普信息最重要的新媒体类型,极少有人关注科协系统的新媒体;腾讯微信是用户最多最广泛的科普信息获取平台。本研究通过对中国最有影响的81位大型互联网公司高管进行深度访谈,估算出我国目前新媒体科普产业规模在800亿元上下。其中,手机媒体类科普产业占91%,基于PC端的网站类科普产业占9%。或者说,新媒体科普出版占11%,新媒体科普视频占34%;新媒体科普教育占26%,新媒体科普信息服务占29%。

    本研究分析了中国目前新媒体科普产业存在的问题,即政府相关部门极不重视、地区分布极为不平衡、尚未有效激发新媒体科普市场需求等。建议政府相关部门制定相关政策,鼓励更多的互联网公司从事科普活动;互联网公司应该研究市场创新战略,扩展新媒体科普市场;推动科普体制改革,鼓励传统的科普企事业单位与互联网公司联手开拓科普产业市场。最后,本研究认为手机视频必然成为科普的主要平台。

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    Abstract

    This research conducts an empirical study based on questionnaires with a sample size of 20,000. Data analysis confirms that new media is the major venue for users to obtain information on science popularization. The conclusion consists of four aspects:mobile media is the most important source of science popularization;very few people use traditional media only to access information on science popularization;social media such as WeChat and Weibo are the most important new types of media offering science popularization,with new media affiliated with the China Association for Science and Technology system being paid little attention;WeChat of Tencent is the most widely used platform for users acquire information on science popularization.

    Through in-depth interviews with 81 executives of the most influential Internet companies in China,the research estimates that currently the economic scale of China’s new media-based science popularization industry is approximately 80 billion RMB,of which mobile media accounts for 91%,and PC-side accounts for 9%. On the content scale,respectively,new media science publishing accounts for 11%,new media science popularization videos account for 34%,new media science education accounts for 26%,new media science popularization services accounts for 29% of the industry. Besides,86% of new media-based science popularization Internet companies are concentrated in Beijing,in contrast to 11% in Guangdong and 3% in other provinces and cities.

    This research analyzes the problems in China’s new media-based science popularization industry-negligence of relevant government departments,unbalanced regional distribution,and low consumer demand in the new media-based science popularization market,among others. It is suggested that relevant government departments formulate policies to encourage more Internet companies to engage in science popularization activities. Internet companies should study market innovation strategies,expand the new media science popularization market,promote the reform of the science popularization system,and encourage traditional science popularization and industry enterprises to join Internet companies in opening up markets of the science popularization industry.

    Finally,the research analyzes the trend of new media-based science popularization industry,with the conclusion that mobile media will become the main platform of science popularization.

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    作者简介
    匡文波:匡文波,中国人民大学新闻学院教授,博士生导师。
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