科学家形象的指标权重分析

An Analysis of the Index Weight of Scientists Image

摘要:

科学家形象是“科学”形象的重要组成部分,公众对科学家形象的认知直接反映了公众对科学的认知。学界对科学家形象研究已有相当关注,但都局限在整体形象方面,并未对科学家形象的各组成部分进行深入的细化分析。以层次分析法研究科学家视觉形象的各项指标权重,可以在科学家形象这一议题中寻找新的突破点。数据结果显示,科学象征指标所占权重最大,科学家视觉形象所占权重很小,而科学活动、科学形象等客观性指标所占权重很大。三者分别意味着：1)公众通过科学产品认知科学、2)公众对科学家在科学活动中的主体地位并不了解、3)科学在公众心目中的形象相当客观。针对这三个结果,我们在科学传播中应该坚持去功利化、丰富科学家主体形象、坚持加入社会语境等思路。

Abstract:

Scientists image is a crucial part of the image of science. The public’s perception of scientists directly reflects their perception of science. Academic circles have paid great attention to the image of scientists, yet the studies are limited to the integral of the image and lack carefully analysis of the constituent parts of the image. A breakthrough can be reached by studying the index weight of the image of scientist with analytic hierarchy process. As data displays, the index of the symbol of science weighs most; the visual image of scientists weighs much less than scientific activity and the image of science. And the outcome means: 1) the public gets to know science through scientific products; 2) the public knows too little about the role scientists play in scientific activity; 3) the public’s perception of science is quite objective. To answer the above, we should remove utilitarian、enrich scientists image and put in the social context during science communication.