城市形象对外传播的新思路--基于外国人对广州城市印象及媒介使用习惯调查

The New Approach of International Communication of City Image:An analysis based on the survey of foreign people's impression of Guangzhou and their media use habit

作为国家形象的一部分,中国城市形象的对外传播日益受到重视。政府在加大人力、物力、资金和技术投入的同时也积极探索城市形象对外传播的规律,提升城市形象对外传播的效果。本文对在穗外国人对广州城市印象及媒介使用习惯调查问卷进行分析,在此基础上总结出城市形象对外传播的规律,提出城市形象对外传播在内容重点的确定、传播途径的选择和效果评估体系的建立等方面的新思路。

As part of the image of a nation, city image is getting more attention. The government is enhancing its efforts to explore the regular pattern of international communication of city image while in- vesting more in personnel, stuff, funds and technology to improve the effect. Based on the analysis of the survey of foreign people＇ s impression of Guangzhou and their media use habit, this article sums up the regular pattern of the international communication of city image and puts forward the new approach in three aspects such as the priority of task, the choice of routes of transmission and the establishment of assessment system of communication effect.