摘要：

目的 以科技期刊封面为切入点，探讨封面图片用于公众传播的资源特性及传播模式，为提升我国科技期刊的公众影响力提供参考。 方法 引入拉斯韦尔5W传播模型对科技期刊封面图片开展公众传播进行综合评估，并分析科技期刊主导面向公众的封面图片推广活动的科学传播模式。 结果 科技期刊封面图像叙事完成了科学发现讲解的一次转译，兼具研究成果的“图像表述”及创新精神的“文化载体”双重属性。科技期刊组织“封面图片+”衍生活动完成了科学发现讲解的二次转译，有助于增强公众对于科学前沿的理解及期刊品牌的认同。 结论 作为链接科学家与公众的重要一环，科技期刊是创新成果的公众传播接力转译的关键角色，科技期刊封面图像叙事为科学传播提供了丰富的优质素材，有效的活动组织助力科技期刊吸引潜在作者及公众的科学普及，是科技期刊主导的科学文化传播的实践场景之一。

关键词: 科技期刊, 封面, 公众传播, 图像叙事

Abstract:

Purposes The article explores the resource characteristics and public communication of the scientific journal covers， which is expected to serve as a reference for improvement of public influence of scientific journals in China. Methods This study introduces Lasswell’s 5W communication model to conduct a comprehensive evaluation of public communication of scientific journal cover images， and analyzes the science communication model of cover image promotion activities led by scientific journals for the public. Findings Scientific journal covers provide available materials for public communication. Organizing combined exhibitions and derivative activities based on these covers can enhance public understanding of scientific frontiers and strengthen brand recognition of journals. Conclusions As a link connecting scientists and the public， scientific journals play a key role in the “translation” of innovative achievements for public communication. The narrative of scientific journal cover images that tell science stories for public communication， and effective event organization helps scientific journals attract potential authors and engage science popularization， representing one of the practical scenarios of science communication led by scientific journals.

Key words: Scientific journals, Cover, Public communication, Image narrative