1. INTRODUCTION引言

科技和文化尤其突出人類的人文精神和科學文化價值典范，技術與文化都是十分重要的，是突出性的核心物質。

Technological and cultural specifically refers to scientific and cultural values ??and norms of civilized human spirit generated unique cultural features, technology and culture is the most important and the most prominent of the core substance .

生物文明就是指人類是開發世界的過程中，遵循人類、自然、社會規律的等一系列事物和物質的總和。

Ecological civilization is the human understanding and transforming the objective world in the process, follow the people, nature , the law of social harmony and the sum of material and spiritual achievements made ??.

國內外學者在科學和技術基本上是單向的文化和生態文明的研究，探討兩者之間的協調發展幾乎是空白的。技術可以很好地解決能源資源問題，而是破壞生態環境來換取發展是不可持續的，生態環境形成發展的良性循環，這需要我們建立一個橋梁，協調兩者之間的關系，找到一個適合的點。

Domestic and foreign scholars in science and technology is basically a one-way cultural or ecological civilization studies , discussion of the coordinated development between the two is almost empty. Technology can be a good solution to the problem of energy resources , but to destroy the ecological environment in exchange for development is not sustainable , ecological environment to form a virtuous cycle of development , we need to build a bridge to coordinate the relationship between the two, find one suit point : both in the field to ensure that the development of human social life , and protect the ecological environment and sustainable development and further optimized. Coordinated development of ecological civilization, culture and science and technology is the only way we can develop technology to improve the quality of life, seeking harmony between man and nature , which is the benefit of future generations as well as our contemporary mission .

 

2. Technological culture and coordination hampered the development of ecological civilization on mass media科技文化與協調阻礙生態文明對大眾媒體的發展

 

In today's highly developed Internet , the media continued strong momentum of development plays an important role in social life . For science and technology culture and the coordinated development of ecological civilization , to catch this column "Express " will undoubtedly be a success . But in reality, there are all sorts of media communication impediments , hindering the promotion of scientific and cultural and ecological civilization spread directly detrimental to the coordinated development of the two.

 

This limitation is mainly resistance from the political , economic, cultural and other aspects .Politically, the country 's news media industry is still relatively limited degree of freedom , and the number of influential private media is very limited , which means that the party and the government for the media and public opinion have a significant impact . Social groups have an important role in strengthening communication also failed to timely intervention , the results of which led to a less than ideal .#p#分頁標題#e#

 

Economically, the era of commercial advertising is basically the size of the business sales strategy , newspapers, television , Internet and other media, especially social media and influential brand , become the focus of all types of advertising preemption . On the other hand , the main source of advertising revenue as the media , based on the economic interests but also willing to accept advertising contracts . Therefore, to promote the dissemination of scientific and cultural and ecological civilization , and no doubt will be limited. Ecological and cultural development of media and technology can not be good for cultural dissemination .
 

Culturally, expertise and technology to promote awareness of the spread of the body 's own cultural and ecological civilization , inadequate spread at the source , the most direct expression , such as the spread of domestic science news media and professional staff needs to be improved . Coupled with technological culture as foreign culture , we understand its own connotations mistakes that may exist .
 

This deficiency is mainly manifested in the media in the dissemination of scientific and cultural missing , ecological civilization content. Specifically, the omnipresent commercials deserve our attention. In television , for example, has long been the implementation of foreign "public service television " concept , respected television to commercialize desalination viewing standards, vigorously spread of high culture , which includes scientific and cultural , ecological civilization ; while China 's television industry to really go commercial , remains to be seen . In terms of advertising, public service ads abroad has become quite common to reach a win-win spirit and matter ; But there is one-sided pursuit of media to maximize the benefits of poor families , which is not conducive to guiding public concern with ecology , science and technology -related knowledge and information.

In addition , scientific and cultural and ecological civilization after all, not the general public are familiar with the area , both highly specialized expertise for media professionals will be happy to translate into public knowledge and readily accepted a higher requirement. The average level of scientific literacy of the public is not high : scientific literacy situation " our science work of three people and the people worrying findings of scientific literacy in the 1990s showed that our people achieve a basic understanding of scientific terms and concepts of about 30% . , and a basic understanding of scientific processes and understand the impact of science on society and even less , only twenty-three% . "[ii] to 2003 , data show that the proportion of Chinese public with basic scientific literacy is only 1.98% , while almost the same period the United States is 17%. [iii] This requires that the media try to make it spread plain, simple knowledge content , in order to strengthen the publicity.#p#分頁標題#e#
 

This mainly refers to the lack of technological and cultural , ecological civilization lacks authority , professional communication platform. It is understood that China is still no scientific news media platform , science news spread in its infancy , which is relatively weak links in the media . Lack of good paper resources , communication channels and talents. In terms of publicity and scientific and cultural knowledge of ecological civilization , the West did well : Science Journalism mature network platform , as well as in science journalism and communication professional media and science reporters , scientists and research institutes are also very welcome to media reports their research results. Science journalism is daily from journals and research institutions to the mass media in the process . The typical Western science news , has formed a "No paper, no news" habits. In most cases, the renowned international scientific journals will entrust important news acumen of authors writing a press release , the scientists and their institutions will be based on their thesis writing press releases outside journals. For those engaged in scientific research , the paper published does not mean the end , to be effective, benefiting the people is the real goal.

To be sure , the general public 's scientific literacy improves , true scientific spirit rooted in the minds of the general public , to promote science and culture will get , and the coordinated development of science and technology culture and ecological civilization will be much smoother .

 

3 Conclusion結論
 

On the coordinated development of the two, to reduce the resistance of mass media , the media play a powerful role in promoting the maximum in technology dissemination and ecological development.
 

Media play a role " melting agent" in the coordinated development of both .Politics should be spread on the government undoubtedly led to co-ordinate arrangements for both the promotion, development , evolution and other non-governmental body , such as the spread of strengthening communication should actively intervene in the case of the two main characters in place , coordinating relations, allocation of resources will more convenient for both the spread and development will be more favorable .
 

Long-term perspective on the economy should not be limited to the benefits in the short term , there must be a high degree of strategic vision. Create public service television , to create more and better public service advertising , media , etc. are to be commercialized to be considered . Promote the coordinated development of ecological civilization culture and technology initiatives utilitarian later , not only is the stage in the market , both of publicity can not relax.
 

On the one hand, to strengthen the body spread awareness of cultural transmission technology culture and ecological civilization, on the other hand to strengthen the scientific and technological dissemination and use of specialized talents , and handle conflict culture and introducing local culture , promote the development of fusion attract .#p#分頁標題#e#

4.References: 文獻參考

[i] Ya-Ping technological culture - Cultural base of modern society frequency [J] scientific research, 1997:11-17. 

[ii] Huai defects in science and contemporary Chinese culture construct [J]. Dialectics of Nature Volume 21 2,2005,92-96 

[iii] Ling Xiaoping, Xie Shen Lan. obstacles Technology Communication Analysis and Countermeasures [J]. theory and practice Theory Monthly Issue 1, 2008, page 87.