Initiating New Prospects of Rural Science Popularization in the Digital Media Era

The development of digital media has brought a new challenge to existing science popularization in the rural areas. In this paper, new experience of rural science popularization on both traditional and digital media in Zhejiang province was introduced. We proposed several strategies for rural science popularization in the digital media era: First, we should strengthen the utilization of traditional platforms such as print media and broadcast and TV media. Then, digital media based on Internet should also be used for science popularization. Last but not least, we should also try to use “the fifth media” to upgrade existing platforms and create new Internet media channels.