传播学视域下吉林省抚松县“人参之乡”区域形象调查研究

发布时间：2018-03-01 12:42

  本文关键词： 抚松 区域形象 人参之乡 传播学视域　出处：《东北师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：“体、相、用”是带有中国传统特色的思维方式以及方法论,国学大师南怀瑾先生的《论语别裁》中就曾指出“它是万物的三个理则”。RIS是区域形象识别系统的英文简称,它通过对某区域的理念、行为以及视觉识别来关照该区域的形象。本文将抚松县的区域形象进一步细分为实体形象、传播形象以及认知形象,利用文献研究法、访谈法、实地调查法的研究方法着重对抚松县“人参之乡”的实体形象、传播形象进行分析。这是对抚松区域形象的“体”与“相”的层面的考察。而后,再在传播学视域下考察现有的抚松“人参之乡”区域形象在不同传播渠道与方式下的传播情况,这是对于“用”的层面的考察。经过了大量文献的搜集,到抚松县实地进行图片拍摄以及对抚松县人参文化研究会副会长王博凡的采访,本文认为,由于吉林省抚松县在地缘识别上的自然资源的丰厚,在人文识别上的“人参文化”源远流长,使得其整体的形象定位于“人参之乡”具有内在的合理性和外在的标识性；具体而言,“人参之乡”区域形象主要体现在三个层面,第一,其区域形象理念识别(MI)层面,包括其“人参文化”为指导的发展观念、长白山旅游服务支点城市的区域使命、融入抚松人血脉的“放山”习俗行为准则,第二,其区域形象行为识别(Ⅵ)层面,包括其公众行为从“靠参致富”到“以参践行”、产业行为从“靠山吃饭”到“可持续发展”以及政府行为从“不自觉”到“自觉”等行为转变,第三,其区域形象视觉识别(Ⅵ)层面,包括自然景观以及人文景观识别等。在传播学视域下考察抚松县“人参之乡”的区域形象传播现状,可以发现,虽然已有的,包含着传说、故事、谚语以及诗歌等方面的人际传播形式；非物质文化遗产的上行申报以及“人参”比赛的下行组织等方面的组织传播；出版物、新闻、博物馆、纪录片、电视娱乐节目等方面的大众传播形式等传播形式齐头并进,但同时也存在着利用新媒体的群体传播方式的薄弱以及大众传播效果有限等亟待解决的突出问题。本研究结合对于王博凡先生的采访实录,在文中不断充实与补充政府工作人员的观点,尤其在最后一章,对抚松区域形象进行反思与探讨时,王博凡副主任都给出了精彩的观点和见解,对于理解抚松“人参之乡”到“矿泉城”的共融与共荣提供了指导性的意见。
[Abstract]:"body, phase, use" is the thinking mode and methodology with Chinese traditional characteristics. In the Analects of Analects of Analects of Confucius, Master Nan Huaijin points out that "it is the three principles of all things" .RIS is the abbreviation of the regional image recognition system. In this paper, the regional image of Fusong County is further subdivided into entity image, communication image and cognitive image, using literature research method and interview method. The research method of field investigation focuses on the analysis of the entity image and dissemination image of "ginseng town" in Fusong County. This is the investigation of the "body" and "phase" of Fusong regional image. Then, from the perspective of communication, we investigate the communication of the existing regional image of Fusong's "town of ginseng" under different communication channels and ways. This is an investigation of the level of "use", which has been collected by a large number of documents. To the field in Fusong County for a photo shoot and an interview with Wang Bofan, vice president of the Fusong County Panax Culture Research Association, this article believes that because of the rich natural resources in the geographical identification of Fusong County, Jilin Province, The "ginseng culture" has a long history in the humanities recognition, which makes its whole image position in the "town of ginseng" with internal rationality and external marking, specifically, the regional image of "ginseng town" is mainly reflected in three levels. First, the concept of regional image of the MI-level, including its "ginseng culture" as the guidance of the development concept, Changbai Mountain tourism service fulcrum of the city's regional mission, into the caressing people's blood "Fangshan" custom code of conduct, second, Its regional image behavior recognition (鈪，

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