新媒体环境下武汉市城市形象传播研究

发布时间：2018-05-15 13:33

本文选题：城市形象 + 新媒体　；参考：《华中师范大学》2015年硕士论文

【摘要】：当下社会,城市化的进程在飞速推进,传播媒介在日新月异的发展着,新媒体在城市形象树立与传播方面的作用越来越举足轻重,这个大的趋势受到了众多专家学者的广泛关注,因此,本文将主要论述内容集中在新媒体与城市形象传播上,通过使用文献综述、内容分析、对比分析等方法来阐述新媒体与武汉城市形象的关系。本文第一章,通过对城市以及城市形象的简单介绍,用“5W”模式从以下几方面来分析城市形象：一是多方面的传播主体,政府机构、企业单位、本地居民、外来人口和新闻媒体等；二是实体和隐形两方面传播内容,主要包括城市的标志形象、城市的功能形象、城市的景观形象、城市的环境形象等方面；三是传播渠道方面,主要包括纸质媒介的城市形象宣传、传统电子媒介的城市形象宣传、新媒体的城市形象宣传；四是受传者主要包括内部和外部受传者；五是城市形象传播效果,它是城市形象传播的最后一个关键环节,这一章通过以上几方面分析城市形象与新媒体的关系,并以此为基础展开武汉市城市形象宣传与新媒体使用的情况分析。从第二章开始,本文重点讨论新媒体大背景下的城市形象传播模式的利与弊,利主要有：一是新媒体具备空间上的传播优势、二是新媒体具备极强的交互、三是新媒体传播内容的丰富多样等,弊主要有新媒体传播带来了信息的粗制滥造和新媒体带来的负面信息传播容易陷入失控状态等。第二章与第三章是一般与具体的关系,第三章通过对武汉城市形象的传播现状以及使用新媒体传播的状况来分析新媒体对武汉城市形象宣传的优点与存在的问题。最后一章以“意见领袖”、“议程设置”等传播学理论来分析新媒体与传播学理论相结合对城市形象宣传的重要性,通过问题以及现象等分析总结出更适合武汉的城市形象传播的新媒体传播策略,主要包括利用“议程设置”来更好的丰富宣传内容、利用“意见领袖”的传播影响力来加大宣传力度、加强新媒体与其它媒体的协调合作、扩展新媒体的多种宣传途径、以及完善和规范对新媒体的监管等方面提出了具体可行的建议,从而利于新媒体更好的树立和宣传武汉市城市形象,让新媒体在武汉市城市形象构建与宣传中发挥更大的作用,促进武汉城市的全面发展,不断增强城市竞争力。在当下“中部崛起”的号召中,中央提出的“一带一路”的18个省份中,武汉市都作为重要的节点城市位列其中,因此,更需要突出树立和宣传城市的正面形象,响应中央号召,通过新媒体与武汉市城市形象的优质结合助力全国协调发展。
[Abstract]:In the present society, the process of urbanization is advancing rapidly, the media is developing with each passing day, and the new media plays an increasingly important role in establishing and spreading the image of the city. This great trend has been widely concerned by many experts and scholars. Therefore, this paper will focus on the new media and the dissemination of urban image, through the use of literature review, content analysis, Comparative analysis and other methods to explain the relationship between the new media and Wuhan city image. The first chapter of this paper, through a brief introduction to the city and its image, uses the "5W" model to analyze the image of the city from the following aspects: first, the main body of communication in many aspects, government agencies, enterprise units, local residents, The external population and the news media; the second is the content of communication in the physical and invisible aspects, mainly including the image of the symbol of the city, the image of the function of the city, the image of the landscape of the city, the image of the environment of the city, and so on; the third aspect is the communication channel, etc. Mainly includes the paper media city image propaganda, the traditional electronic media city image propaganda, the new media city image propaganda; fourth, the transmission mainly includes the internal and external transmission; fifthly, the city image dissemination effect, It is the last key link of the city image communication. This chapter analyzes the relationship between the city image and the new media through the above several aspects, and on the basis of this, it analyzes the situation of the Wuhan city image propaganda and the use of the new media. Beginning from the second chapter, this paper focuses on the advantages and disadvantages of the urban image communication model under the background of new media. The main advantages are: first, the new media has the advantage of communication in space, and the second is the new media has strong interaction. Third, the new media communication content is rich and diverse, the main disadvantages are that the new media communication has brought the information of shoddy construction and the new media bring negative information dissemination is easy to get out of control and so on. The second chapter and the third chapter are the general and specific relations. The third chapter analyzes the advantages and problems of the new media to the Wuhan city image dissemination through the current situation of Wuhan city image dissemination and the situation of using new media communication. The last chapter analyzes the importance of the combination of new media and communication theory to the publicity of city image with the theories of "opinion leaders", "agenda setting" and so on. Through the analysis of problems and phenomena, this paper summarizes the new media communication strategies that are more suitable for Wuhan's urban image communication, mainly including the use of "agenda setting" to better enrich the content of publicity. To use the influence of "opinion leaders" to increase publicity, strengthen coordination and cooperation between new media and other media, and expand various channels of propaganda for new media. As well as perfecting and standardizing the supervision of the new media, this paper puts forward some concrete and feasible suggestions, so as to help the new media better establish and propagate the city image of Wuhan, and let the new media play a greater role in the construction and propaganda of the city image of Wuhan. To promote the overall development of Wuhan city, constantly enhance the competitiveness of the city. In the current call for "the rise of Central China", Wuhan is ranked among the 18 provinces of the "Belt and Road" proposed by the Central Committee as an important node city. Therefore, it is even more necessary to highlight the need to establish and publicize the positive image of the city. In response to the central call, through the new media and Wuhan City image of the quality of the combination of coordinated national development.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206

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