新媒体环境下无锡城市形象塑造研究

发布时间：2018-08-15 16:46

【摘要】：信息技术发展打破了时空对信息传播的限制,产生新的互动方式、信息编码模式、社会话语体系及媒介生态环境,使科学技术、传播策略和新的城市形象传播概念融合在一起,创造了城市形象传播新方式,衍生了城市形象传播的新格局,这要求我们从传播学角度研究城市形象的传播问题。无锡是长三角城市群的重要成员,也是江南城市的典型代表,在新媒体环境下研究无锡城市形象传播策略,对于提高无锡城市的综合竞争力,提高无锡在长三角城市群的地位具有重要作用。论文主要运用城市形象传播理论、“把关人”理论和“噪音”理论来分析无锡城市形象传播现状,包括无锡新媒体基础设施状况、新媒体企业、新媒体终端平台、无锡受众的媒介素养、无锡新媒体政策环境等媒体生态环境要素;无锡微博媒体市场、微信媒体市场及门户网站媒体的市场情况。通过实例考察总结出无锡城市形象在新媒体环境下所面临的主客观方面问题:形象资源急需借力新媒体进行整合;无锡周边城市新媒体传播力度加大的客观问题。无锡城市新媒体形象传播的制作话题能力弱、曝光度低;“把关”缺失和舆论引导能力弱的主观问题。论文成果部分为针对上述主客观问题提出可行性方案,让“太湖明珠,魅力无锡”的城市形象传播海内外,需从内容传播、舆论治理、话题营销、受众细分四方面入手,鼓励有关无锡城市形象UGC内容生产、加大主题宣传以治理舆论“堰塞湖”、提高新媒体平台的城市话题营销能力、做好受众细分以实行分众传播。本文从新媒体角度对无锡城市形象传播进行分析,深入挖掘新媒体在无锡城市形象塑造与传播中的应用,为无锡城市形象传播开拓新的通路。为提高无锡城市形象传播的广度与深度,继而提高其知名度和美誉度,促进无锡的综合发展具有深刻意义。
[Abstract]:The development of information technology has broken the limitation of time and space on information dissemination, produced new interactive mode, information coding mode, social discourse system and media ecological environment, and made science and technology, communication strategy and new concept of urban image communication merge together. It has created a new way of city image communication and derived a new pattern of city image communication, which requires us to study the dissemination of city image from the angle of communication. Wuxi is an important member of Yangtze River Delta urban agglomeration and a typical representative of Jiangnan city. The study of Wuxi city image communication strategy under the new media environment can improve the comprehensive competitiveness of Wuxi city. Improving the status of Wuxi in the Yangtze River Delta urban agglomeration plays an important role. This paper mainly uses the theory of city image communication, "gatekeeper" theory and "noise" theory to analyze the present situation of Wuxi city image communication, including the situation of Wuxi new media infrastructure, new media enterprises, new media terminal platform. Wuxi audience media literacy, Wuxi new media policy environment and other media ecological environment elements; Wuxi Weibo media market, WeChat media market and portal media market. Through the case study summarized Wuxi city image in the new media environment facing the subjective and objective aspects: image resources urgently need to use new media integration; Wuxi surrounding cities new media communication efforts to increase the objective problem. Wuxi city's new media image communication has weak ability of making topic, low exposure, lack of "gateways" and weak ability of leading public opinion. The achievement part of the thesis is to put forward a feasible plan for the above mentioned subjective and objective problems, so that the city image of "Taihu Pearl, charm Wuxi" should be spread at home and abroad from four aspects: content dissemination, public opinion governance, topic marketing and audience segmentation. Encourage the UGC content production of Wuxi city image, increase the theme propaganda to control the public opinion "Yan Sehu", improve the city topic marketing ability of the new media platform, do the audience subdivision to carry out the focus communication. This paper analyzes the urban image communication of Wuxi from the perspective of new media, deeply excavates the application of new media in the shaping and dissemination of Wuxi city image, and opens up a new channel for the communication of Wuxi city image. It is of great significance to improve the breadth and depth of urban image communication in Wuxi, then to improve its popularity and reputation, and to promote the comprehensive development of Wuxi.
【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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