试述媒介图式在地区形象塑造中的作用——以媒介中的云南形象为例

The Function of Media Schema in the Creation of Regional Images——the Images of Yunnan in Mass Media as the Example

大众传播媒介是传递信息、实现沟通、促进交流、塑造形象的重要手段。媒介图式来自大众媒介传播的各种信息。媒介地区图式是由特定地区相关信息构成的,是对该地区特征的综合概括;媒介地区图式反映在受众头脑中,形成了媒介地区形象;媒介地区图式一旦形成,就会成为刻板印象,影响人们的判断和评价。

Mass media are important means of message transmission, communication,and the creation of images. Media schema originates from different kinds of information of mass media while the regional schema of media, made up of relevant information of particular regions, is the comprehensive summary of features of these regions. The latter, reflected in the mind of the audience, makes up the regional images in media. Once established, the regional schema becomes stereotyped and begins to influence judgment and evaluation.