基于媒介批判理论的广场舞大妈媒介形象演变与提升

Evolution and Promotion of Square Dance Aunts’ Media Image Based on Media Critical Theory

基于媒介批判理论来研究广场舞大妈媒介形象的演变,分析广场舞大妈在媒介的批判声中获得的积极形象方面的报道。她们是新兴的消费群体,是热心活动的参与者,也促进了政策的变迁与出台。广场舞大妈媒介形象的提升路径:充分把握主旋律的传播策略,主动利用新媒体表达自己并传播个性化的典型形象,以期在大众印象中的刻板形象能够得到改善。

This paper studies the evolution of the square dance aunts’ meida image based on the theory of media criticism and analyzes the positive image of these aunts in the critical voice of the media. The square dancers are emerging consumer groups and enthusiastic participants who also promote the change of policy and the introduction of policies. Based on that, the paper proposes the promotion path of such media image that includes grasping the communication strategy of the main theme, using new media to express themselves and spreading the typical image of personalization to improve their stereotype in the public impression.