基于视觉框架理论的科普海报传播效果研究——以微博为例

Research on the Communication Effect of Science Popularization Posters Based on the Visual Framework Theory：Analysis Based on Data from the Weibo Platform

中文关键词: 视觉框架 科普 科普海报 视觉设计 计算传播

英文关键词: visual framing  science popularization  science posters  visual design  computation communication

中文摘要:

      科普海报是科普的重要方式之一。然而，当前关于科普海报的研究主要集中于设计层面的探讨，缺乏对海报视觉呈现与传播效果之间的系统性研究。本研究基于视觉框架理论，探究科普海报的外延层次和风格层次视觉框架如何影响科普的效果。研究结果表明，在外延层次中，科技知识海报更有助于缓解认知负荷，提高科技科普的传播效果，而作为图像内容复杂度的图像熵无法对传播效果产生影响，可能还会加剧认知负担；在风格层次中，超现实和暖色调海报设计能够通过构建信任和共情促进科普，而漫画式科普海报因过度简化知识和损失科学的专业性与客观性而无法提高传播效果。对此，本研究提出如下策略和建议：（1）科普海报设计应考虑公众的认知和情感反应，并根据科学知识的复杂程度选择科普形式，减少图像内容复杂度；（2）在设计科普海报时，应尝试选择超现实样式，并适度增加暖色调比例，以提升传播效果。

英文摘要:

      Science popularization is an important approach to improving public scientific literacy，and science posters have become a significant means of science popularization. However，current research on science posters mainly focuses on design-level discussions and lacks systematic studies on the relationship between visual presentation and communication effects. Based on visual framing theory，this research explores how the denotative and stylistic levels of visual framing in science posters influence the effects of science popularization. The results show that at the denotative level，technology-knowledge posters are more conducive to alleviating cognitive load and enhancing the communication effectiveness of science popularization，whereas image entropy，as a measure of image content complexity，does not exert a positive effect on communication outcomes and may even increase cognitive burden. At the stylistic level，surreal and warm-toned poster designs can promote science popularization by building trust and empathy，while cartoon designs，due to oversimplification of knowledge and the loss of scientific professional objectivity，fail to improve communication effectiveness. Accordingly，this research proposes the following strategies and recommendations：(1) Poster design should consider audiences’cognitive and emotional responses，select appropriate forms according to the complexity of scientific knowledge，and reduce image content complexity；(2) In designing science posters，surreal styles should be adopted when appropriate，and the proportion of warm tones should be moderately increased to enhance communication effectiveness.