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由于科教节目的内容和手段都要求高科技性,其收视率往往很难产生突破,而自从《走近科学》的成功,科教节目的制作也产生了新的改变。从传者角度来说,这正是由于“大众文化”理念下的一场科学普及运动,通过节目形式、节目内容等的改变来吸引普通大众;从受众角度来看,普通大众在消费社会中的主导性越来越强,受众的需求越来越凸显,科教节目势必要走下神坛。本文通过对《走近科学》的文本分析,结合理论,探讨大众文化背景下消费社会中的科教节目求生存之道。
Since the content and means of science and education programs require high-tech, its ratings are often difficult to break through, and since the success of “approaching science”, the production of science and education programs have also produced new changes. From the perspective of transmission, this is precisely because of the popular science popularization under the concept of “popular culture”, which attracts the general public through changes in the form of programs and program content. From the audience’s point of view, The dominance of society is getting stronger and stronger, the needs of the audience are more and more prominent, science and education programs are bound to step down from the altar. Through the text analysis of “Approaching Science” and the theory, this article explores the survival of science and education programs in the consumer society in the context of popular culture.