论“浙商”形象的媒体塑造-传播学专业论文.docxVIP

论。浙商”形象的媒体塑造导师：李岩教授 论。浙商”形象的媒体塑造 导师：李岩教授 作者：吴刚 内容提要： 。淅商”被誉为“当今中国人气最旺的财富群体”，其创造的民营经济模式 正在被各省作为大面积发展民营经济的样本．本文将媒体对“淅商”形象的塑造 作为研究对象，把“浙商”形象放置在意识形态的范畴加以研究探讨，认为传媒 是构建渐商文化形象的主要力量——媒体如何通过连篇累牍的报道，建构“浙商” 文化形象的内涵，实力、性格、文化，贡献；浙商怎样逐渐显露媒体，昭示于众， 成为浙江经济文化的一个品牌；媒体又如何使一个具像化群体承载越来越多的意 义，成为代表一个地区，一种模式和一种理念的特殊符号。 论文把4浙商”作为一个传播符号来考察，运用历史的观点，对其发展历程 作一次全景式的扫描，包括浙江媒体在近20年内关于“淅商”的各种报道资料 的搜集整理，选取媒体在“渐商”不同发展阶段的代表性报道为分析文本，找出 关于“渐商”二字所指的几个关键性变化，并且探讨变化之原因。探讨“浙商” 文化形象产生的时代背景，社会环境、媒介环境，归纳出“浙商”报道的发展脉 络和规律与其社会形象形成的关系。 在此基础上，论文分析。浙商”与媒体之间的互动和影响，揭示媒体通过什 么方式、借助什么背景打造“浙商”的形象．媒介的传播活动对其的影响和影响 方式，并阐释媒体缘何热衷于“明星化”淅商．最后探讨什么样的“浙商”形象 是“和谐社会”中的正面形象，媒介在塑造社会正面形象时承担的具体责任和媒 介语境是什么，进一步探讨如何创造良好的媒体环境，构建一个公平公正的媒体 语境。 关键词：浙商形象浙商符号化传播媒体语境 On On Media Creation of”Zhejiang Businessmen”Characters Tutor：Professor Li Yah Author：Wu Gang Abstract： ‘’Zhejiang businessmen”share the reputation of‘the most popular prosperous group in China for the present time”，and the typical privately-operated business pattem created by them are foIlowed by other provinces as a sample for develop their own privately-operated economy．For the first time，this paper takes media creation of‘Zhejiang Businessmen’ characters into the research scope，and holds that“Zhejiang Businessmen’’ itselfis the product ofmedia ifit is merely regarded and studied as an idea．It is{nst through various reports that the cultural image of“ Zhejiang businessmen’is gradually known by people，such aS its connotation,strength,disposition，culture，and contribution．ThuS this particular group is loaded with more and more significances，and becomes a distinctive symbol that represents all area,a paRem and an idea． This paper observes‘Zhejiang businessmen’as a media symbol，and does a panorama scanning Of i协development with a historic view,including alI kinds ofZhejiang media coverage of‘Zhejiang businessmen”within about 20 years．Wi出severaI selected reports of“Zhejiang businessmen’’in difrcrem phases as samples．this paper discovers severaI cruciaI changes in denotations of‘Zhcjiang b