新媒介、新场景与新行为——媒介情境下的城市品牌形象传播

New Media,New Scene and New Behavior——City Brand Image Communication in Media Context

从媒介情境理论的视角出发,借助最新的社交媒体和自媒体数据分析,重新审视和解读当下城市品牌形象传播中出现的新现象和新问题。提出了在城市品牌形象传播过程中,充分发挥社交媒体和自媒体的传播优势,并强调统筹和协调传统媒体与新媒体之间的关系,形成传播的合力,提升传播的效能。目的是为了打造良好的城市品牌形象,提升城市的核心价值和整体品质。

From the perspective of media situation theory,this paper uses the latest social media and self-media data analysis to reexamine and interpret the new phenomena and new problems in the current urban brand image communication.In addition,it proposes to give full play to the communication advantages of social media and self-media in the process of urban brand image communication,and emphasizes the overall planning and coordination of the relationship between traditional media and new media,with an expectation of forming a joint force of communication and improving the efficiency of communication.The purpose of this paper is to build a good city brand image and enhance the city's core value and overall quality.