On Constructing Of Media Rituals To Media Image

Nowadays, media competition becomes more and more fiercely, it has come into image winning stage. Media organization who wants to win must construct and broad- cast characteristic image right now. Media image is all of cognition of audience to media organization. Any product and action of media organization can influence its media image. Beyond all questions, media rituals as one of media product, plays an important role to the construction of media image. According to the definition of Dayan, D. and Katz, E. to media events together with the research of other scholars, I think in the micro-level, media rituals is media organization broadcasts media events in a ritualized form and invites audience participation, as a result the event or organization itself generates ceremony feeling and participatory characteristics.The thesis is established in the qualitative methods, through the theory literature review, the illustration study of the theory, and the illustrative analysis of a representative media rituals ease, to analyze the dynamic constructive process of media rituals to media image from three dimensionality, image cognition, image understanding and image recognition. And this paper considers the question on two aspects, including the rituals production and the audience psychological mechanism.The thesis mainly falls into four parts: the first chapter expounds the value of the construction of media rituals to media image; the second chapter introduces the foundation stage of the construction, that is media events can promote the cognition of media image; the third chapter focuses on explanation for ritualized performance, and its vital function to understand media image; the last chapter is to tell that media rituals' participation invitation propels the recognition of media image.