上海世博会对游客的国家形象认知效果研究——基于议程设置视角

发布时间：2018-07-09 21:37

本文选题：上海世博会 + 事件媒介　；参考：《旅游学刊》2014年06期

【摘要】：现有传播研究缺少对大型事件本身作为媒介的关注。该研究聚焦于作为新型媒介的大型事件,在议程设置理论指导下,以国家形象为切入点,通过对2010年上海世博会法国馆、日本馆游客展开认知形象研究,试图探讨事件作为新媒介的传播效果。针对156名游客进行的事前、事中现场调研,文章主要研究结论如下:第一,世博会作为事件媒介载体在国家形象构建和传播过程中具有明显的议程设置特点。"议题"主要通过位置强调、面积和数量、规模(频次)重视、加框以及媒介语言的使用等途径进行凸显。第二,事前-事中对比显示游客的国家形象认知变化是强化、弱化和建构并行;变化的发生与事件媒介议程设置有关。变化主要表现为:目标型游客事前认知中的部分积极成分被强化,部分消极成分被弱化;事前认知模糊或者缺乏认知的大众型游客在事中会迅速建构某些方面的形象认知。第三,认知变化与事件媒介议程设置有关,体验型媒介语言和实用性信息易获得高关注,事件加框效果不及常识加框。
[Abstract]:The existing communication research lacks the attention to the large-scale event itself as the medium. This study focuses on the large-scale events as a new medium, under the guidance of agenda setting theory, with the national image as the breakthrough point, through the 2010 Shanghai World Expo France Pavilion, Japan Pavilion visitors to carry out cognitive image research. This paper attempts to explore the communication effect of events as a new medium. The main conclusions of the paper are as follows: first, the World Expo, as a media carrier of events, has obvious characteristics of agenda setting in the process of constructing and spreading the national image. " The topic is highlighted by emphasis on location, area and quantity, scale (frequency), framing and the use of media language. Secondly, the pre-incident comparison shows that the change of tourists' national image cognition is to strengthen, weaken and construct parallel, and the change is related to the setting of event media agenda. The main changes are as follows: some positive elements and some negative elements in the prior cognition of the target tourists are strengthened and some negative elements are weakened; the public tourists who have vague prior cognition or lack of cognition will quickly construct some aspects of image cognition in the event. Thirdly, cognitive changes are related to the setting of event media agenda. Experiential media language and practical information are easy to get high attention, and the effect of event box is not as good as that of common sense.
【作者单位】：中山大学旅游学院;浙江金融职业学院;
【基金】：国家自然科学基金(40971071)资助~~
【分类号】：F592

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