武汉国际渡江节对武汉城市形象的传播研究

发布时间：2018-07-12 13:54

本文选题：节事活动 + 城市形象　；参考：《华中师范大学》2017年硕士论文

【摘要】：自1934年湖北省举办第一次有组织的横渡长江活动以来,武汉的渡江节经历了 80余年的历程。武汉人亲水、乐水、喜爱江中戏水早已成为传统民间习俗。而1956年,时任国家主席的毛泽东第一次畅游长江,并写下著名的诗篇《水调歌头·游泳》,带动了更多的武汉人甚至全国广大人民群众参与到游泳的行列中来。随后渡江节规模不断扩大、内容不断丰富、组织不断完善,来自不同国家的人们纷纷参与其中,使渡江节逐渐走向国际化。这个过程是渡江节由少部分人参与到更大部分人参与、由地方走向国际的过程。然而,这一节事活动虽然从“渡江节”发展成为“国际渡江节”,却依然未能走出“火不起来”的尴尬处境。武汉的渡江节有着先天的自然条件和源远流长的历史积淀,如果能将这一活动打造成独具历史特色和地域文化特色的品牌,将对武汉的政治、经济、社会、文化产生巨大的积极作用。因此,本文探究武汉国际渡江节对武汉城市形象的传播是非常有意义的。本文探讨了节事活动和武汉城市形象传播的研究现状,梳理了国内有关武汉城市形象传播的常见角度和和传播策略,并提出了本文研究的方法与创新之处,将渡江节作为一个节事活动,基于其历史发展过程,分析其目前所呈现出来的现状和特点,从文化传播的角度来探讨它对武汉城市形象的传播作用和渠道,发现其在传播过程中存在的不足,并提出几点改进建议,希望对武汉的城市形象建设提供有效参考。通过对武汉国际渡江节的探讨研究,笔者认为,在互联网时代,武汉国际渡江节,不仅要利用传播媒体进行活动公开,更要利用好网络新媒体,制定更加完善、系统的传播策略,实施信息全覆盖战略;不仅要利用好历史资源,更要不断创新、不断融入新的元素,使渡江节跟上时代的步伐;不仅要发挥地域优势,更要用全球眼光来展望渡江节,使其国际化进程稳步加快,将武汉国际渡江节打造成为独一无二、独具特色的节事活动品牌。
[Abstract]:Since the first organized crossing of the Yangtze River in Hubei Province in 1934, the Dujiang Festival in Wuhan has gone through more than 80 years. Wuhan people like water, happy water, love water in the river has become a traditional folk custom. In 1956, President Mao Zedong swam the Yangtze River for the first time, and wrote a famous poem, "Swimming in the head of Water", which brought more Wuhan people and even the masses of the whole country to participate in swimming. Then the scale, content and organization of the Dujiang Festival continued to expand, and people from different countries took part in it one after another, which made the festival internationalized gradually. This process is a process of crossing the river festival from a small number of people to more people to participate, from the local to the international process. However, although this event has developed from "crossing river festival" to "international crossing river festival", it is still unable to get out of the awkward situation of "fire does not rise". The Dujiang Festival in Wuhan is endowed with natural conditions and has a long history. If we can turn this event into a brand with unique historical and regional cultural characteristics, it will be of great importance to Wuhan's politics, economy and society. Culture has a great positive effect. Therefore, the study of Wuhan International River Festival is of great significance to the dissemination of Wuhan city image. This paper probes into the research status of festival activities and Wuhan city image communication, combs the common angles and communication strategies of Wuhan city image communication in China, and puts forward the methods and innovations of this paper. Taking the Dujiang Festival as a festival event, based on its historical development process, this paper analyzes the present situation and characteristics of the festival, and probes into its role and channels in spreading the image of Wuhan city from the angle of cultural communication. This paper finds out its shortcomings in the process of communication, and puts forward some suggestions for improvement, hoping to provide an effective reference for the construction of Wuhan's city image. Through the study of Wuhan International River Festival, the author believes that in the Internet era, Wuhan International Crossing Festival should not only make use of the media to open its activities, but also make better use of the new network media. The strategy of systematic communication, the implementation of the strategy of full coverage of information; not only to make good use of historical resources, but also to constantly innovate and integrate new elements, so as to keep up with the pace of the times, and not only to bring into play the regional advantages, It is necessary to look forward to the Dujiang Festival with a global vision, to speed up its internationalization process steadily, and to build Wuhan International Crossing Festival into a unique and unique brand of festival events.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：K29;G206

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