[Purposes] This paper aims to explore the online self-appraisal and promotion strategies of the international scientific journals published in China with the sampling journals from the China Scientific Journal Dengfeng Action Plan and the newly SCI-indexed scientific journals published in the mainland of China in 2017. [Methods] A genre-based analysis had been conducted to code and annotate the functional moves employed in the online self-appraisal and promotion discourses. [Findings] It is found that the sampling scientific journals are highly aware of the importance to promote their brand image. Informational strategies are used more frequently than relational strategies, and abstract identity construction is preferred to concrete discursive devices. [Conclusions] To construct a vibrant brand image of high-level international scientific journals, more emphasis should be placed on the journal description genre, the organization and diverse dimensions of the journal promotion discourse as well as audience's needs.
English scientific journal,
Self-appraisal and promotion discourse,