With the rapid development of the Internet，Scientific knowledge throughout the world passes more channels、More forms to enter the public vision。At the same time，The spread of scientific knowledge also faces some challenges。How reporters of this newspaper will improve the science effect by improving the quality of scientific communication，How to better play the role of scientific communication such as scientific research institutions，Interviewed relevant foreign scholars。

　　The effect of scientific communication becomes the focus of scientific policy

Alexander Von Humboldt Institute of Internet and Social Research Institute of Institute of Internet and Social Research, Germany, discovered by scholars such as BENEDIKT FECHER，Most Western countries have adopted various strategies to promote the interaction between science and society in the past three decades，It can be foreseeable that the effect and scope of scientific communication will continue to become the focus of scientific formulation related policies。Take Germany as an example，The German government departments called for reform in 2019，Let the public participate in the core standard of the scientific reputation。In recent years，Number of people in German universities、The number of communication and promotion activities has increased a considerable degree in terms of budget。other，As more and more researchers participate in scientific communication in many ways，Interaction with the public has become one of the conventional academic work，Digital transformation of public communication further highlights this feature。

The quality of scientific communication has gradually become the mission of universities and scientific research institutions outside research and teaching。Especially in recent years，Press release of academic achievements in colleges and universities、The number of promotional posts on social platforms increases，bet365 best casino games Academic research is entering the public discourse system。These changes have aroused the attention of the quality of scientific communication，How to ensure the quality of communication while fulfilling the obligation of scientific communication? Scholars think，Scientific communication needs to follow certain standards，These standards are similar to the quality standards commonly existed in science，Its core is accuracy、Objective、authenticity、Source and reliability of evidence。

　　Evaluate the quality of scientific communication with professional standards

Under the background of the rapid development of digital technology，For diversity、Complex and changing scientific communication ecology Evaluate the quality of communication，Part -time professor of the Institute of Media and Communication, a Berlin University of Liberty, Germany Bire FäHNRICH) and Professor Emma Weitkamp at the University of West England Science Communication at the University of West England explored the standards and evaluation methods of the quality of online scientific communication，This paper is recently published in the journal of "Public understanding science"。

They said，Many literature mentioned that the quality of scientific communication is still difficult，The academic community is also trying to specifically specifically this vague concept，Develop different models and frameworks。Despite this，The quality of scientific communication is still difficult to get objective definition，Scholars can only provide evaluation suggestions from different levels。If you look at it from the perspective of demand，Evaluation focuses on the needs of the audience and the interactive method of the media; from the perspective of production，Producers who spread content have their own quality standard system。From these two perspectives，Quality is not a question of right and wrong "yes" and "none"，but the degree and standard issues，Consider regulatory requirements and standards in combination with the background。

Weitkkamp and others invited 31 scholars from 17 countries to participate in the questionnaire survey，These scholars have spread on science、Scientific News and other themes published and distributed related publications。The questionnaire includes bet365 live casino games predictive problems、Normal Questions，and important standards for quality assessment、How to promote the improvement of evaluation standards and other content。

Through investigation，They proposed a quality evaluation framework，This framework includes five standards: content、presentation、Technology、Background and Program。Weitkkamp said，In the digital age，User's attention competition is becoming increasingly fierce，Not only should we pay attention to the content，You also need to pay attention to the presentation mode of interest interested，to improve the attractiveness of the content，Optimized communication effect。From the perspective of the audience，Evaluate the most challenging background standard。Procedure standards that are scientific communication plans and strategies，Including determining the propaganda target、Coordinated process、Process evaluation, etc.，Good program planning is conducive to improving the effectiveness of communication。

Weit Camp told reporters，When conducting this study，They are surprised to find，Excessive attention to the traditional scientific dissemination environment such as news industry，Few people pay attention to more challenging new media platforms。However, the new media platform allows more audiences to contact scientific information，If the academic community wants to improve the quality of scientific communication，Institutions and scholars should pay more attention to the new media platform。TV、Newspaper and other traditional media is still important，But the importance of new media cannot be ignored。

　　Strengthen scientific communication quality management from different levels

In order to explore the method of ensuring the quality of scientific dissemination from the level of scientific research institutions，Fei Che et al. He and 22 professionals from universities and research institutions conducted six in -depth discussions。Research，They initiate the main body according to different communication activities，Divide the feasible strategy into two types，The first is the scientific communication activity initiated by bet365 Play online games the institution，referred to as the central strategy for short; the second is the spontaneous scientific communication activity of researchers，referred to as decentralized strategies for short。

When academic organizations carry out unified communication activities，Measures give priority to organizing interests，If the brand image construction and crisis prevention，The main work is usually responsible for the communication department of the news office specially established for this.。The activity under the central strategy is usually closely related to the construction of the institutional image。Fei Che's proposed，Many quality guarantee measures in the central strategy are similar to the news quality management methods of Volkswagen Media，The management concept and regulations of the news industry have many reference values ​​for the quality management of scientific communication activities unified at the level of scientific research institutions。

When the researcher's personal or organized sub -units launch a communication activity，It is difficult to apply the mechanism of this full process check。Researchers need to ensure the quality of communication，The communication department plays an auxiliary role，Therefore, related measures are more focused on creating favorable conditions for scientific communication。Fei Che believes，Further education and training at this level is an important quality assurance mechanism，Although scientific communication training does not have a standard mode，But such as media use、Communication skills、Communication skills、Potential and risk assessment are the basic content that can be referenced。other，Fei Che's proposed，Good scientific practice principles should also be extended to scientific communication practice，For example, the principle of integrity of scientific research is also applicable to communication with the public。This requires new requirements for the practice of clearing researchers and the public。When carried out scientific communication work，Researchers are experts in this field，Still appearing only as a citizen，These bet365 live casino games problems are worthy of further thinking。

　　Copy the challenge of scientific spreads in solving problems

Fei Che and others also found，To ensure the quality of scientific communication，Scientific research institutions also face four major challenges: public discourse dynamics、Crisis Management、The character expects to change and cooperation dilemma。The first two are the first challenges of strategy，The latter two are the main problems of the decentralized strategy。

Public discourse dynamics refers to different speeds in the process of communication、Form and content，The interviewee said that the content of the content that might be intentionally displayed was slow and the range was small，A message that seems worth mentioning will spread quickly。In crisis management，Organization also needs to pay attention to and handle conflicts in public communication，The risk of affecting the reputation of the organization because of the crisis。Fei Che and others think，Due to the uniqueness of the crisis，It is difficult for organizations to set up standardized processing methods，and when the content of the spread involves social controversial topics，This crisis will become more serious。Online public discourse dynamics and crisis management brings challenges to the unified spread of scientific research institutions，Because they mean that the control of the organization's scientific communication process is subject to many restrictions。

Character expectations change refers to the new character that may be given in public in public places，Researchers communicate with different social groups in strange environments，Different social groups to the role of researchers、The content and meaning of the dialogue have different expectations。Fei Che said，Many participants have emphasized that scientific communication has only become a clear task for researchers in recent years，Therefore, many colleagues in the academic community expressed difficult to handle these expectations。And scholars need to pay attention to the division with other subjects，If you avoid the same position with certain positions。Conflict of interests in the cooperation arrangement，Contains two different situations，The first is to promote team research Bet365 app download results as its own achievements，or solve some results in the dissemination; the second is to cooperate cross -disciplinary cross -domain cooperation with researchers and non -academia。

For any other subjects, they also have the responsibility to ensure the quality of scientific communication，Weit Camp told reporters，The quality of communication also depends on the intention of the communicator and the needs of the platform。Generally speaking，Quality requirements and operation specifications are formulated by professional institutions，For example, the journalism in many countries will formulate their own standards，However, scientific communication is still lacking such institutions to formulate unified management measures。

Weitkkamp said，At present, some people engaged in scientific communication belong to relevant professional groups，Ru News，They need to follow the specifications of the industry。This has new problems，For example，The anchors in the live broadcast room of scientific communication may not position themselves as scientific spreaders，The values ​​they hold or the definition of quality are also inconsistent with professionals。So who should be responsible for the quality control work? Should the platform play a role?，​​or content producer free decision? Weit Camp thinks，These are engaged in scientific communication work，But those who do not position themselves also need to bear the responsibility to ensure the quality of communication。Except for professionals，Many people are also participating in scientific communication，They or scientific enthusiasts、bloggers in related areas、Marketing -related products and staff who need scientific support。They can come into contact with a lot of audiences who are not interested in science or basically have no scientific background，This audience may be difficult to find that there are biased or misleading information in the spread。Weite Camp's proposal，There are large differences between these audiences and the spread of the communication of universities or scientific research institutions，People who pay attention to related content are usually people who are concerned about science，I have some related knowledge。bet365 live casino games Those audiences who are not interested in science or have no scientific background，It is the most difficult person to contact with professional scientific communication channels such as universities and scientific research institutions，Therefore, this type of communicator is responsible for ensuring content quality。But Weitkamp also added，To get in touch with these people and let them move closer to the spread of the scientific research institutions, it is quite challenging。