科技期刊封面图文信息的视觉传播研究——以《科学美国人(国际版)》为例

Visual communication of graphic information in the cover of scientific journals:Taking Scientific American( international edition) as an example

【目的】探究《科学美国人(国际版)》封面图文信息的视觉传播特点,为我国科技期刊封面设计迈向精品化与国际化提供借鉴。【方法】从社会符号学的视角出发,运用多模态话语分析理论,采用定量与定性分析相结合的研究方法,对2006—2016年该期刊129幅封面图文关系进行信息传播的解读与分析。【结果】在理论应用过程中对原理论进行补充和修正,同时弥补了社会符号学和视觉传播双重视域下科技期刊封面的研究缺憾,为我国科技期刊的封面设计提供另类思路。【结论】科技期刊应树立、坚守期刊品牌的视觉形象,注重文字模态和图像模态的相互配合,使封面科学信息的视觉传播效果最大化和最优化。

[Purposes] This paper aims to explore the visual communication characteristics of cover graphic information in Scientific American（ international edition）,and provides guidance and suggestions for the cover design of Chinese scientific journals in the direction of elaboration and internationalization. [Methods] According to the perspective of social semiotics,the quantitative and qualitative analysis methods were adopted to interpret and analyze the relationship between image and text of 129 covers of this journal from 2006 to 2016. [Findings] In the process of theoretical application,the original theory is amended and supplemented,and the gap of the comprehensive application between social semiotics and visual communication in the cover of scientific journals is made up. [Conclusions] Scientific journals should stick to establishing the journal brand by visual image as one of ways,and pay attention to the text and image modes of mutual cooperation,so that the scientific information of the cover can achieve maximum visualization and optimization.