Chinese National Geography Science Communication Research

In the new century, the science journals in our country generally face the survivaldilemma. The circulation of the majority of science journals is only10,000, or evenlower. However, Chinese National Geography jumps out of shackles throughinnovations of communication concept, editorial policy, audience targeting,communication content and communication form. The circulation currently reachesabout1million, becoming a banner in the science and communication field in China.For the communication concept, Chinese National Geography abandons thescience form with rigid topic and monotonous content. Instead, it adopts the sciencecommunication conforming to the law of media and market. The purpose of the journalis to “open the door to the nature and demonstrate the human essence”. The targetaudiences are those who love the nature and geography knowledge with high quality.The purpose of the magazine Chinese National Geography is quite definite andthe concept of science and technology communication is original. The focal point fallson natural geography, conveying the knowledge in the field of geography, biology andarchitecture with new angle. The theme is much richer. Meanwhile, it adopts a lot ofcontent of human and geography, reducing the threshold of audiences. Apart from that,communication content on the platform of journals is highly related to journals. Thelectures of Chinese national geography regard the natural geography as the mostimportant communication content. It communicates the knowledge in the fields ofphotograph, ecology and outdoor expedition in response to the requirement ofaudiences. The theme of science exploration is entirely linked to the naturalgeography.In the form of communication, Chinese National Geography adopts coated paperwith a large format printing, red outer border and cover with scenery pictures, showingdistinctive features. In the communication of texts, the mode of writing is “I was at thescene”, which lays emphasis on the scientific and narrative writing style in order toguarantee the quality of the journal.Another favorable weapon of the communication form is the employment of alarge number of refined pictures and explanations because such pictures fit the growthtrend of media featured “picture time”. The pictures and explanations with science andinterest can make audiences contact the scientific knowledge more, so that itstrengthens the effect of science communication from the visual aspect. Apart from the text form, journal publishing house also devises a variety ofcommunication forms, like expedition volunteers, scientific exploration, the lectures ofChinese national geography and green travel, making audiences and scientist’sface-to-face communication and increasing the sense of the scene and interactiveexperience with scientists.The interaction between editorial department and scientists, author and reader isthe essential factor that ensures the Chinese National Geography’s success. Amongthem, the most distinct point is the interaction with scientists. Whether it is contentcommunication of the journal or the activities communication, interaction occurswithin a lot of scientists from various fields, which manifests the powerful sciencebackground and the energy of the science communicating of the magazine.Although Chinese National Geography has achieved considerable success, someproblems still exist. In the content communication, first of all, it requires to extend theareas of coverage and scope of topics. Then it needs to set up the clear columns.Finally, in the form of communication, the magazine should be more creation.