摘要
品牌传播的本质性因素即品牌信息的传播。在本质性因素与数字技术、全球一体化等外部环境因素的共同作用下,品牌传播研究原有思维图式发生"同化"和"顺应"的变化,形成新的研究"范畴"与"内容",并构成新的框架体系,包括数字传播环境下的品牌传播、数字时代的品牌认知、品牌的跨文化传播、国家形象和国家品牌战略、品牌修辞研究和品牌传播比较研究。与此同时,以品牌信息传播为核心,以数字化、跨学科和全球化为认知背景,通过借鉴其他学科研究方法发展新的研究路径,可对品牌传播研究新的内容范畴形成具有普遍诠释力的研究范式。其中,品牌传播研究新的框架体系为研究范式创新也提供了本体论、认识论和方法论层面的依据。
The essential factor of brand communication is the communication of brand information.Under the joint influence of the essential factor and external environmental factors,such as digital technology and global integration,the original thinking schema of brand communication research has changed into^assimilation?,and"adaptation",forming new"category"and"content"of research,and constituting a new frame system.This system includes brand communication in the digital communication environment,brand recognition in the digital age,cross-cultural communication of brands,national image and national brand strategy,research on brand rhetoric,and comparative study on brand communication.At the same time,new research paths are developed by drawing on the research methods of other disciplines,taking brand information communication as the core essence,and digitalization,interdisciplinarity and globalization as its cognitive background,so as to form a research paradigm with universal explanatory power for new content categories of brand communication research.Moreover,the new frame system of brand communication research also provides ontological,epistemological and methodological bases for research paradigm innovation.
作者
姚曦
邓云
Yao Xi;Deng Yun(Wuhan University)
出处
《武汉大学学报（哲学社会科学版）》
CSSCI
北大核心
2020年第4期74-84,共11页
Wuhan University Journal：Philosophy & Social Science
基金
教育部人文社会科学重点研究基地重大项目(16JJD860002)
国家社会科学基金一般项目(19BXW086)。
关键词
品牌
品牌传播
发生学
brand
brand communication
embryology
