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＂Deficit Model＂ in the ＂Legend＂ of Popular Science Publication: Analysis of the Communication Strategy and Science Knowledge of Popular Science Books in 1980s Taiwan
|Keywords:||欠缺模式 ; 科普套書 ; 科學普及 ; 科學傳播 ; 傳播敘事 ; 傳播策略 |
Communication Strategy ; Deficit Model ; Narrative Communication ; Popular Science ; Popular Science Book ; Science Communication
Inspired by the argument of Chen Ruey-Lin (2018), this research examines how and what kind of scientific knowledge was spread in Taiwan's popular science books in the 1980s. Through field analysis, in-depth interviews, and text analysis, the study presents the following findings. (1) Hardcover popular science books that emphasize hard-shell binding and color printing of pictures have become a trend, and through direct sales channels they have repeatedly created ＂sales legends＂ of NT$1 millions of dollars a day. (2) Most popular science books are translated from Japan's version rather than from those of Europe and the United States and appeal to children and students, making them an extension of science education. (3) The interdisciplinary integration model of cooperation between the publishing industry and scientists has been valued by the latter and aims to advocate that scientific knowledge must be correct. (4) The industry has relied on the selection of articles and related edited chapters of the college entrance system, compiling a parent-teacher manual to guide parent-child learning together. (5) Direct sales channels through interpersonal communication have created ＂sales legends＂. (6) Relevant themes are arranged in accordance with the content of the natural science textbooks of the country and high school, as well as ＂the origin of life＂, ＂the origin of species/evolution theory＂, and ＂the birth of earth＂. (7) The narrative strokes of popular science books are similar to textbooks, but more colloquial and simplified. (8) Scientific knowledge visualization has become a trend, not only through concrete scientific viewpoints, but also because of a lack of science cultural viewpoints, which is the only sugar coating that once again strengthens the authority of science.
|Relation:||新聞學研究, 149, 155-196|
|Appears in Collections:||[Mass Communication Research] Articles|
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