社群媒體的興起帶給科學傳播新的樣貌,科學家因此更易於以公共傳播者之姿向公眾傳播專業的科學知識。本研究以參與觀察法記錄行政院原子能委員會的臉書粉絲專頁「輻務小站」的內容,並以深度訪談瞭解該會的科學家如何使用臉書進行科學政策傳播,以及他們對公共傳播的看法。研究發現,為了讓公眾接收正確的科學資訊與平衡媒體報導,科學家願意成為公共傳播者。原能會臉書的內容也顯示,其貼文類型力求多變,科學家也開始使用直播或舉辦實體活動來吸引粉絲,以強化社群傳播的效果。另外,科學家也反映了參與公共傳播時經常遭遇的挑戰,包括他們缺乏傳播教育訓練、溝通技巧不足、習慣長篇大論等;這些問題往往會降低傳播效果,也成為科學家作為公共傳播者所需要突破的困境。
The rise of social media has given science communication a new look. Therefore, it gets easier for scientists to spread professional scientific knowledge as public communicators among the public. By participant observation, this study monitored the content of "Radiation Safety," the Facebook fan page of the Atomic Energy Council, Executive Yuan. Scientists in the Council were also interviewed in depth about their views on public communication and how they communicate technology scientific policies through Facebook. The study found that the main reason that these scientists were willing to become public communicators was their expectation to balance media coverage and enable the public to obtain correct scientific information. The content of the fan page showed that diverse types of posts, live broadcasts, and offline activities were used to attract fans and enhance the effects of social media. The scientists also stated the usual challenges in public communication, such as their lack of training in communication, insufficient communication skills, and habitual long-windedness. These problems tend to undermine communication effects and thus demand scientists' overcoming.
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