作为区域文化传播媒介的高速公路及其传播策略

发布时间：2018-08-04 09:01

【摘要】：随着1988年我国第一条高速公路沪嘉高速公路建成通车,中国高速公路进入了飞速发展时期,并极大地缩短了不同地域之间的距离,增进了人员的流动,促进了区域经济、政治、文化的发展繁荣。高速公路在履行“公路”基本职能的同时,更是作为一个载体、一个窗口,传播着区域的自然生态、人文历史、风土人情等,体现着不同区域的文化特征。不同区域的高速公路也都充分利用高速公路这一载体,努力构建各自不同的风格,以展示区域独特的文化魅力。高速公路对区域文化传播的研究是一个较新的课题,在理论和实践上都需要继续深入地探索。本文在前人研究的基础上,借鉴高速公路传播研究、区域文化研究、广告研究等研究成果,通过文献检索、实际调研、案例分析等方法,提出并深入分析了高速公路是传播媒介这一观点；通过对高速公路区域文化传播现状的分析,提出高速公路进行区域文化传播应遵循整体性、传承性、典型性、可视化、多样性、协调性等六个原则；并从构建高速公路区域文化传播体系、营造良好传播生态环境、加强宣传报道等层面,探讨了高速公路有效传播区域文化的建设策略。论文正文包含五部分内容：第一章为绪论,主要阐述了选题的研究背景、意义以及国内研究现状和论文研究目的等；第二部分重点对高速公路作为传播媒介这一观点进行分析,并从高速公路的传播功能、传播特征,以及高速公路的大众传播系统对其进行阐述；第三部分着重研究高速公路的区域文化传播功能,阐述了高速公路与区域文化传播的关系、高速公路进行区域文化传播的优势、高速公路区域文化传播的具体体现；第四部分通过对高速公路区域文化传播现状分析,总结出高速公路在区域文化传播过程中存在的问题,并分析了问题的原因；第五部分提出了高速公路更加有效进行区域文化传播的原则和具体策略。
[Abstract]:With the completion and opening of Hu-Jia Expressway, the first expressway in China in 1988, China's Expressway entered a period of rapid development, which greatly shortened the distance between different regions, enhanced the mobility of personnel, and promoted regional economy and politics. The development and prosperity of culture. While the highway performs the basic function of "highway", it is also a carrier and a window, which propagates the natural ecology, human history, local customs and so on of the region, and embodies the cultural characteristics of different regions. Expressway in different regions also make full use of expressway as a carrier and try to construct their own different styles to show the unique cultural charm of the region. The study of regional cultural communication on expressway is a new subject, which needs to be explored in theory and practice. On the basis of previous studies, this paper draws lessons from the research results of highway communication, regional culture, advertising, and so on, through the methods of literature retrieval, actual investigation, case analysis, etc. This paper puts forward and deeply analyzes the view that expressway is the medium of communication, through the analysis of the present situation of regional culture communication of expressway, it points out that the regional culture communication of expressway should follow the integrity, inheritance, typicality and visualization. From the aspects of constructing expressway regional culture communication system, creating good communication ecological environment and strengthening propaganda and reporting, this paper discusses the construction strategy of expressway effective communication regional culture. The main body of the thesis includes five parts: the first chapter is the introduction, mainly elaborated the research background, the significance, the domestic research present situation and the thesis research goal and so on; the second part emphatically carries on the analysis to the highway as the communication medium, And from the highway communication function, communication characteristics, as well as the mass communication system of expressway to elaborate; the third part focuses on the study of the regional culture communication function of highway, elaborated the relationship between expressway and regional culture communication. The advantages of expressway regional cultural communication, the concrete embodiment of expressway regional cultural communication; the fourth part through the analysis of the current situation of expressway regional cultural communication, summed up the expressway in the process of regional cultural communication problems, The fifth part puts forward the principles and specific strategies of more effective regional cultural communication.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F542.8;G206

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