温州"两个健康"先行区的国际形象建设与传播

Research on the International Image Construction and Communication of“Two Health”Pioneering Zones in Wenzhou

为了解温州民营经济和民营企业家的国际形象,收集自改革开放以来英语媒体对温州民营经济和民营企业家的报道并将其作为语料,自建专题语料库,结合批判话语分析,对语料进行主题词、索引行及报道频次分析,发现温州民营经济和民营企业家国际形象过于单一化和脸谱化.依据拉斯韦尔的"5W传播模型",借鉴事件营销传播、以"传者"作为传播大使,讲好温商故事,开辟多种媒体渠道,利用二次元IP模式提升传播的趣味性等,有利于更好地塑造与传播温州"两个健康"先行区的国际形象.

In order to understand the international images of private economy and private entrepreneurs in Wenzhou,the reports on private economy and private entrepreneurs in Wenzhou from English media since the reform and opening-up policy were collected and used as the corpora.Then,a thematic corpus was built and the subject words,index lines,and reporting frequency of it were analyzed in combination with critical discourse analysis.It was found that the international images of private economy and private entrepreneurs in Wenzhou were too simplistic and superficial.In accordance with Lasswell’s“5W communication model”,the approaches as adopting event marketing as a communication means,regarding“communicator”as a communication ambassador,telling a good story about Wenzhou business,opening multiple media channels and using quadratic element IP Model to enhance the interest of communication will contribute to better shaping and communicating the international images of“two health”pioneering zones in Wenzhou.