论我国对外地方形象树立的媒介传播策略-新闻学专业论文.docxVIP

论我国对外地方形象树立的媒介传播策略 论我国对外地方形象树立的媒介传播策略 摘要 随着我国对外开放的力度不断加大，地方经济的快速发展，塑造地方 形象，加快对外地方形象传播，已成为目前各地政府与当地传媒的当务之 急。对外地方形象是各地方展现给社会公众的综合性物质形象和文化印象， 是地方社会竞争力的重要组成部分。树立好的对外地方形象，能够提高地 方的知名度和美誉度，为地方经济发展营造良好的国际舆论环境，促进地 方经济的快速增长。然而，我国对外地方形象传播却相对滞后，传播水平 较低，质量不高，难以达到预期的传播效果。急需对其进行理论指导，并 在实践中予以提高。 本文运用公共关系学理论，通过文献资料分析，对地方对外形象构成 进行概括，对对外地方形象树立与媒介传播关系予以解读，借助传播学、 新闻学理论对地方对外形象传播方式与规律予以描述，分析当前对外地方 形象传播存在的主要问题与原因。尤其基于跨文化传播、“两级传播刀、“议 程设置等一系列传播学理论和原理，分析中西文化、地方政府角色以及 传播语境等方面的差异，提出改进对外地方形象传播的策略。以期为对外 地方形象传播理论提供某种支持，为对外地方形象传播实践提供一些有益 的借鉴和参考 关键词：地方形象对外传播 改进与提高 DISCUSSES DISCUSSES OUR COUNTRY PLACE FoREIGN IMAGE MoLD AND THE MEDIA DISSEMINATION ABSTRACT With the opening up of China has continuously increased the intensity of, The rapid development of local economy，Shaping the image of local，Speed up the external image of local transmission，Has become the local governments and the local media the most urgent task．The foreign place image is various places development gives the society the public the comprehensive material image and the cultural impression，Competitiveness of the local community is an important constituent．Foster a good image Of foreign places，to improve local visibility and reputation，for place economy development building good world consensus environment，Promote the rapid growth of local economy．However，China’S foreign image of local transmission has remained relatively stagnant，the dissemination level is low，the quality is not high，Achieves the anticipated dissemination effect with difficulty．Urgent need of its theoretical guidance，In reality and gives to enhance． This article utilizes Public relations theory，Through analysis of literature， Carries on the summary to the place foreign image constitution，To establish the image of local and foreign media and relations interpretation，With the aid of Communication，Journalism Theory Describe to the place foreign image Ⅱ dissemination dissemination way and the rule，Analyzes the current foreign place image dissemination existence the