引入大众传播学理论,根据学报刊载内容专业性和学术性的特点,介绍了学报在传播功能、传播符号和报道格式方面所具有的独特传播个性。最后,提出应从规模化、个性化、现代化和开放化的途径扩大学报的传播力度。 Introducing the theory of mass communication, according to the professional and academic characteristics of the contents of the journal, this paper introduces the unique communication personality of the journal in terms of communication function, communication symbol and report format. Finally, it is proposed that the spreading of journals should be expanded from the means of scale, individuation, modernization and opening up.