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New Media for Science Outreach

Date: Jun 09, 2021
The team have developed new media technologies and contents for science communication, and designed tailored services to support website management, professional development, cross-disciplinary talk, We-Media communication, and K12 science outreach.
1. New Media Technology
To support the information release of research institutes via different types of new media, an integrated and highly concurrent content management system has been developed and used in CAS website construction platform to enable secure, stable and smooth operation of over 1000 CAS websites. The team also use VR/AR knowledge expression and interactive technologies to visualize the principle of science and the process of research related to large facilities and other topics, producing a series of science videos such as Eye of Heaven (Five-hundred-meter Aperture Spherical Radio Telescope), High-speed Train, Artificial Sun (Experimental Advanced Superconducting Tokamak) and Black Hole. In addition, the team study the pattern and improve the quality of online science communication by using media data to analyze the spreading process, evaluate the communication effect, and predict the node behaviors.
Science video supported by new media technologies
2. New Media Contents
Rooted in social network platforms and We-media accounts, an “ecosystem” of interacting and rapidly-evolving “organisms” invigorated by scientists, science outreach practitioners, media practitioners and technical teams has been established to create original digital contents for promoting public understanding of science on topics at the convergence of national strategies, science frontiers, societal concerns, etc. Through this pattern, digital contents on more than 500 topics are created every year with over 300 million page views, among them one fifth are recommended by front pages of Chinese mainstream media. This ecosystem is also driving creative solutions for developing targeted new media contents and services such as Gezhi Talk, Kexuedayuan and open resources for K12 science education.
3. Website Management
CAS Website Management System supports the construction, information release and management of nearly 1000 websites operated by over 140 organizations under the umbrella of the CAS. With the daily total page views reaching 7 million, the system incorporates various functions such as content management, traffic analysis, full-text search, and media asset management.
4. Professional Development
CAS Continued Education Network is a portal site to integrate and provide professional development services for scientists and engineers, which incorporates various functions such as remote learning, training management, social networking, data analysis and resource recommendation. Up to now, the system has released 4,317 open courses, and 23,368 presentations and training programs; supporting the research community to develop knowledge and skills across the professional ladder. 
Availability: www.casmooc.cn
5. Cross-disciplinary Talk
Gezhi Talk, originally known as Science, Education, Life and Future Forum (SELF), is a TED-like public forum hosted by CNIC and CAS Bureau of Science Communication. “Gezhi” comes from a Chinese phrase which emphasizes the importance of curiosity and exploration for knowledge acquisition. To reflect this core value, Gezhi Talk invites outstanding professionals and masters from all walks of life to inspire the audience with 18-minute talks about their life and work stories to explore the world and understand themselves. Six years after its initial release, Gezhi Talk has become a well-known brand in China, having organized over 60 sessions and spread more than 360 talks through on-site activities across China and the Internet with the total page views reaching over 500 million. Several speakers and talks have received national awards for science communication. 
Availability: self.kepu.net.cn
Selected talks in English:
6. We-Media Communication
Kexuedayuan, hosted by CAS Bureau of Science Communication and organized by CNIC, is the academy's official WeChat account for promoting public understanding and appreciation of science. Most articles released by the account are original popular science contents contributed by scientists, spreading understandable interpretations of research progress in response to societal concerns. This service has received several national awards for We Media contents, science communication and pseudoscience reduction. 
7. K12 Science Outreach
To address the challenges driven by the academy’s initiatives on supporting K-12 science education, the team also work with schools to develop tailored services for science teachers, students and parents. Partnerships with schools have been established to develop the portal and pilot outreach resources for open courses of K-12 science education.