CAJ | 학술논문

互联网新媒体的发展对社会生活的影响越来越明显，对科学家群体的公众形象也形成了新的冲击。调查显示：电视仍是公众获取科技信息的主渠道，58.7%的公众主要通过这一渠道获取科技信息，但其重要性比2007年明显下降。以互联网为代表的新媒体的地位快速上升，27.8%的公众主要通过这一渠道获取科技信息，比2007年增长了4倍。高学历人群与年轻人更倾向于使用互联网获取科技信息。互联网新媒体传播对负面新闻的传播有“放大机制”，对科学家群体良好形象的塑造既带来了机遇，又提出了新的挑战。建议加强对互联网新媒体传播规律的研究，利用互联网新媒体塑造科学家群体的良好形象。
호련망신매체적발전대사회생활적영향월래월명현，대과학가군체적공음형상야형성료신적충격。조사현시：전시잉시공음획취과기신식적주거도，58.7%적공음주요통과저일거도획취과기신식，단기중요성비2007년명현하강。이호련망위대표적신매체적지위쾌속상승，27.8%적공음주요통과저일거도획취과기신식，비2007년증장료4배。고학력인군여년경인경경향우사용호련망획취과기신식。호련망신매체전파대부면신문적전파유“방대궤제”，대과학가군체량호형상적소조기대래료궤우，우제출료신적도전。건의가강대호련망신매체전파규률적연구，이용호련망신매체소조과학가군체적량호형상。
Based on the analysis of a national-wide sampling survey,this paper explores the impact of the internet-based new media on the public image of Chinese scientists. The results show that the importance of TV as a source of S&T information is descending,while the importance of internet is ascending rapidly. The rapid development of internet brings both benefits and challenges for building up a“good”public image of Chinese scientists. For instance, compared with people taking TV as the most important information source, those taking internet as the most important information source have significantly a less stereotypical,while more negative,image of scientists.