全媒体语境下南京城市形象传播研究
发布时间：2018-09-08 15:27
【摘要】：随着全球化、城市化的深入推进,城市竞争成为全球竞争的一个新焦点,国家内部的城市竞争更是紧锣密鼓愈演愈烈。城市形象作为城市竞争力的重要内容,也随之受到越来越多的关注。城市形象的塑造与传播成为城市管理与城市发展的重要课题。 在传统大众传媒时代,城市形象传播的一般性模式是利用行政力量引导主流媒体进行宣传推广。而随着web2.0、3G乃至4G时代的推进、新的媒介技术不断发展,大众的媒介接触行为和媒介使用方式不断变革,新的信息传播时代——全媒体时代已经到来,城市形象传播的媒介环境、舆论环境与传播态势都发生了显著的变化,这既为南京城市形象的构建与传播提供更丰富的资源、更广阔的空间,同时也带来更多的挑战、提出更高的要求。 本研究基于传播学理论,从媒体与城市形象的关系视角,分析了全媒体环境为南京城市形象传播带来的机遇和挑战,探讨了全媒体语境下南京城市形象的新媒体、自媒体、富媒体及跨媒体传播现状,并结合传播中的问题和不足,围绕传播主体、传播内容、传播受众、传播媒介等要素,从南京城市形象的塑形传播和矫形传播两大方面进行了一些策略性创新思考,提出具体可行的对策建议,希冀有助于推进南京城市形象的内外传播、提升南京的核心竞争力。
[Abstract]:With the development of globalization and urbanization, urban competition has become a new focus of global competition. As an important part of city competitiveness, city image has been paid more and more attention. The shaping and dissemination of urban image has become an important subject of urban management and urban development. In the age of traditional mass media, the general mode of city image communication is to use administrative power to guide mainstream media to propagate and popularize. With the development of web2.0,3G and 4G era, the development of new media technology, the continuous change of mass media contact behavior and media usage, the new information communication era-the whole media era has arrived, the media environment of urban image communication, The environment of public opinion and the situation of communication have changed significantly, which not only provides more resources and wider space for the construction and dissemination of Nanjing city image, but also brings more challenges and higher requirements. Based on the theory of communication, from the perspective of the relationship between the media and the city image, this study analyzes the opportunities and challenges that the whole media environment brings to the communication of Nanjing city image, and probes into the new media and the self-media of Nanjing city image in the context of all media. The present situation of rich media and cross-media communication, combined with the problems and shortcomings in communication, revolves around the main body of communication, the content of communication, the audience of communication, the media, etc. This paper makes some strategic innovations from the two aspects of the plastic and orthopaedic transmission of Nanjing city image, and puts forward some concrete and feasible countermeasures and suggestions, hoping that it will help to promote the internal and external dissemination of Nanjing's urban image and enhance the core competitiveness of Nanjing.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G206;F299.27
本文编号：2230926
[Abstract]:With the development of globalization and urbanization, urban competition has become a new focus of global competition. As an important part of city competitiveness, city image has been paid more and more attention. The shaping and dissemination of urban image has become an important subject of urban management and urban development. In the age of traditional mass media, the general mode of city image communication is to use administrative power to guide mainstream media to propagate and popularize. With the development of web2.0,3G and 4G era, the development of new media technology, the continuous change of mass media contact behavior and media usage, the new information communication era-the whole media era has arrived, the media environment of urban image communication, The environment of public opinion and the situation of communication have changed significantly, which not only provides more resources and wider space for the construction and dissemination of Nanjing city image, but also brings more challenges and higher requirements. Based on the theory of communication, from the perspective of the relationship between the media and the city image, this study analyzes the opportunities and challenges that the whole media environment brings to the communication of Nanjing city image, and probes into the new media and the self-media of Nanjing city image in the context of all media. The present situation of rich media and cross-media communication, combined with the problems and shortcomings in communication, revolves around the main body of communication, the content of communication, the audience of communication, the media, etc. This paper makes some strategic innovations from the two aspects of the plastic and orthopaedic transmission of Nanjing city image, and puts forward some concrete and feasible countermeasures and suggestions, hoping that it will help to promote the internal and external dissemination of Nanjing's urban image and enhance the core competitiveness of Nanjing.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G206;F299.27
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