摘要
随着信息传播技术的变革,媒介历程迈向符号化的“新媒体”语境。在这一背景下,湖湘特色小镇在媒介形象传播的过程中存在本土品牌失声、新旧媒体传播效果不佳、受众单一且互动性差等问题。文章提出政府能够统筹控制媒介形象传播过程,以及运用整合营销传播理论,来引导媒介形象传播体系的全方位建构,这将有助于塑造积极主动的湖湘特色小镇媒介形象,且为同类型特色小镇的媒介形象传播提供有价值的指导。
With the change of information communication technology,the media process is moving towards the symbolized"new media"context.In this context,the Huxiang characteristic town has problems in the process of media image dissemination,such as the loss of voice of local brands,poor communication effect of old and new media,single audience and weak interaction.This paper proposes that the government could coordinate the process of the media image communication process and use integrated marketing communication theory to guide the all-round construction of the media image communication system.It is conducive to shape the proactive media image of Huxiang characteristic towns,and provide valuable guidance for the media image communication of similar characteristic towns.
作者
潘程晨
王健
汤新星
Pan Cheng-chen;Wang Jian;Tang Xin-xing(School of Art and Design,Changsha University of Science and Technology,Changsha,Hunan,410014)
出处
《湖南包装》
2020年第6期76-80,88,共6页
基金
2020湖南省教育厅课题研究项目(编号:20C0054)
长沙理工大学基金项目(编号:2019ZKJJ03)。
关键词
新媒体
湖湘特色小镇
媒介形象传播
New media
Huxiang Characteristic Town
Media Image Communication
