城市媒介形象及其传播战略的选择——解读杭州市在三份国家级报刊中的媒介形象

City’s Media Image and the Choice of Communication Strategies——Interpreting Hangzhou’s Media Image in the Three National-level Newspapers

本文以社会建构主义为理论基础,首先研究了城市媒介形象与作为社会现实一部分的政治—社会—经济环境之间的关联性;接着以三份国家级报刊《人民日报》、《光明日报》和《中国青年报》8年里对杭州的报道为依据,通过报道数量、新闻源、报道话题、报道主题的分析,证实了城市媒介形象的形成与政治经济制度、社会传统及媒介制度间的关系,也发现城市品牌活动在提升城市媒介形象方面的积极作用。本文同时提出了强化城市治理、重视传播信息接触点与整合传播工具等相应的传播战略。

Based on the social constructivism, this paper first studies the relationship between the city’s media images and the political-social-economic conditions of China.Second,it takes the three national-level newspapers including People’s Daily,Guangming Daily and Chinese Youth Daily as a basis.By analyzing the report’s quantities’ distribution,news resources,topics and subjects,the paper proposes an idea that the change of city’s media image is the interacted results between Chinese Community Party’s central newspapers with Chinese political and economic systems and Chinese traditions.Rather,it also shows that the city’s numerous brand activities have active functions on the improvement of city’s media image.Lastly,the paper proposes some corresponding communication strategies to strengthen city’ governance,to pay attention to the touch-points of city’s information and to integrate various communication tools.