品牌、修辞、媒介、话语:地区形象研究的四种进路

Brand,rhetoric,media and discourse:four approaches to regional image

21世纪初,以早期研究为前提,以大众传媒的迅猛发展为背景,地区形象研究呈现出跨学科态势,出现了品牌、修辞、媒介和话语等四种研究进路。每种进路都从理论基础、实证研究等方面为地区形象研究做出了贡献,但由于理论基础的框架效应和研究团队规模的限制,各种进路在理论和研究方法方面都没有充分对接早期研究者所提出的任务。因此,各研究团队和个体应相互沟通、交流和学习,致力于探索地区形象研究领域新的议题、视角和方法,寻求营销学、语言学、传播学等学科之间交叉、整合与融合的途径,全方位扫描并针对性地解决问题。

At the beginning of the 21st century,with the rapid development of mass media as the background and the early research as the premise,there emerge four interdisciplinary practical approaches in the regional image research,namely,brand,rhetoric,media and discourse.Each approach contributes theoretically and empirically to the regional image research.However,due to the theoretical framework effect and the limits of team size,the approaches have not fully docked the tasks proposed by early researchers in terms of theory and methods.Therefore,each research team and individual should communicate with and learn from each other,and devote themselves to exploring new topics,perspectives and methods in the field of regional image research,and seek ways of integrating marketing,linguistics,communication and other disciplines,so as to scan comprehensively and solve the problems pertinently.