عنوان مقاله [English]
نویسنده [English]چکیده [English]
This paper will examine the problematic of public science that scientific magazines in Iran set it to be their communication agenda. The problem, however, is that after 140 years of public science there is no solid evidence that can suggest they have been effective. To solve this problem, this paper will apply and will address the concept of calling to audience by public scientific texts, as a process through which the producers of public scientific contents form the linguistic structure of their messages. This concept originates from a theoretical synthesis of two theories as follows: actor-network theory and theory of interactive science. Such concept consists of seven properties that can contribute to its explanatory merits as well as to operationalize measuring effectiveness. The significance of such conceptualization lies in its applicability in providing hard evidence through this research that can support solutions for effective communication when scientific contents are concerned. This is because such materials should reach the general public for consumption in everyday use.