中华人民共和国成立前《科学大众》运营特点研究

Study on Operating Characteristics of Scientific China Monthly(1937-1949)

《科学大众》是民国期间影响较大的科普刊物,是见证此时期科学传播历史的具有代表性的文本。目前的相关研究多集中于中华人民共和国成立后刊物的发展模式上,而对民国期间该刊运营方面的发展史少有论述,导致研究成果的失衡。通过对一手资料的挖掘及其文本分析,厘清了该刊的资金来源、发行主体、发行方式和促进发行的相关策略及其运营特点,发现《科学大众》在多方面均采取了市场化运营方式,且在运营效果及效率方面均取得了显著成就。

Scientific China Monthly is one of the most influential popular science journals during the Republic of China.It is a representative text witnessing the history of science communication in that period.At present,the domestic research on the journal is mostly focused on its development model after the founding of the People's Republic of China.The development history of the journal's operation during the period of the Republic of China is seldom discussed,which leads to the imbalance of research results.Through the excavation of first⁃hand information and the text analysis,this paper clarifies the source of funds,the main body of publishing,the mode of publishing and the relevant strategies to promote the publication of periodicals,and then analyses the characteristics of periodicals in operation.It is found that Scientific China Monthly had adopted market⁃oriented operation mode in many aspects,and had made remarkable achievements in operation effect and efficiency.