新媒体语境下磁器口古镇文化形象的传播策略研究

发布时间：2018-04-02 06:04

本文选题：磁器口古镇　切入点：新媒体语境　出处：《四川外国语大学》2017年硕士论文

【摘要】：目前,关于旅游古镇未来发展的研究已成为文化产业研究的热点。而国内研究大多集中于古镇开发、经营模式和对外宣传以吸引客流上。基于这种背景,关于古镇的探讨集中在形象策划宣传层面。而文化作为历史古镇的灵魂,学术界目前仍缺乏从古镇文化层面对历史古镇形象进行的探讨,而文化作为传播的核心内容,贯穿着整个传播过程并直接影响着传播效果。同时,在新媒体发展的背景下,又为历史古镇的文化形象传播提出了新的问题,如何利用新媒体传播古镇文化形象,也是古镇文化传播的新课题。本文以新媒体技术为背景,从文化层面,提出构建磁器口古镇新媒体语境下的文化形象,并从旅游者接触磁器口古镇相关信息的渠道及所利用的新媒体技术现状,从磁器口古镇目前利用新媒体技术进行文化形象建构和传播的情况,以新媒体技术的利用角度探讨了磁器口古镇文化形象的传播策略。本文首先界定了“新媒体语境”、“古镇文化形象”两个核心概念,分析了新媒体语境下传播过程中的各个要素,通过考察磁器口古镇文化形象构成元素,和现有传播平台的利用情况,测量并分析了基于游客感知的磁器口古镇文化形象,提出将巴渝文化、沙磁文化作为磁器口古镇文化形象定位的突出文化元素,并提出官方主导,注重游客的参与;注重中青年群体的文化需求培养;官方媒体平台整合传播;加强与第三方网站、媒体合作;尝试VR传播;突出文化,直观展示,事实为准,趣味表达;线上+线下互动参与式传播;评价、分享式传播等磁器口古镇文化形象的新媒体传播策略。本文旨在通过考察新媒体语境下历史古镇文化形象的传播状况,创新古镇文化形象的传播思路,加强文化及其传播在古镇形象研究中的关注,使我国历史古镇文化形象传播的研究跃出单纯的策划层面,深入到形象的文化生成、文化传播过程中,并从文化形象的感知过程与文化形象传播过程的机理中与寻求进行历史古镇文化形象的塑造与与时俱进的传播策略。
[Abstract]:At present, the research on the future development of ancient tourist towns has become the focus of cultural industry research.Most of the domestic studies focus on the development of ancient towns, business models and publicity to attract tourists.Based on this background, the discussion of the ancient town focuses on the publicity level of image planning.As the soul of the historic town, the academic circles still lack the discussion of the image of the ancient town from the cultural level of the ancient town, and culture, as the core content of communication, runs through the whole communication process and directly affects the communication effect.At the same time, under the background of the development of new media, it puts forward new problems for the cultural image transmission of the historical ancient town. How to use the new media to spread the cultural image of the ancient town is also a new topic of cultural communication of the ancient town.This article takes the new media technology as the background, from the cultural aspect, proposes to construct the cultural image under the new media context of the ancient town of Ciqikou, and from the tourist's access to the relevant information channels of the ancient town of Ciqikou and the current situation of the new media technology used.This paper discusses the communication strategy of the cultural image of the ancient town of Ciqikou from the perspective of the use of new media technology from the point of view of the construction and dissemination of the cultural image by using the new media technology.This paper first defines the two core concepts of "new media context" and "ancient town cultural image", and analyzes the elements in the process of communication under the new media context.And the utilization of the existing communication platform, this paper measures and analyzes the cultural image of the ancient town of Ciqikou based on tourists' perception, and puts forward that the Bayu culture and the Shac culture are the prominent cultural elements in the positioning of the cultural image of the ancient town of Ciqikou, and that the cultural image of the ancient town of Ciqikou is dominated by the government.Pay attention to the participation of tourists; pay attention to the cultivation of cultural needs of young and middle-aged groups; integrate communication with official media platform; strengthen cooperation with third party websites and media; try VR communication; highlight culture, visual display, facts based, interesting expression;Online and offline interactive participatory communication; evaluation, sharing communication, such as the cultural image of the ancient town of Cijikou new media communication strategy.The purpose of this paper is to investigate the spreading situation of the cultural image of the historic town in the context of new media, to innovate the communication ideas of the cultural image of the ancient town, and to strengthen the concern of the culture and its communication in the study of the image of the ancient town.So that the study of cultural image communication of historical towns in our country leaps out of the pure planning level, and goes deep into the cultural generation of images and the process of cultural communication.And from the perceptual process of cultural image and the mechanism of cultural image transmission process and seek the historical ancient town cultural image molding and the communication strategy of keeping pace with the times.
【学位授予单位】：四川外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7;G206;G127

【参考文献】