Study On Mass Media And Corporate Image

From the perspective of mass media, this paper studies the characteristic of the corporate image presented by mass media and the impact of the corporate image presented by mass media on the corporation itself, and studies the control of the corporate image presented by mass media from government, corporation and audience. Specific content and related research conclusions are as follows:The first chapter studies the origin of image, the definition of image and the impact of object’s image on object itself, based on this, and then studies corporate image and its impact on corporation itself. Research conclusions:1. Image originates in the existence of relationship and value of human;2. From the perspective of communication, image is defined as the presentation of object’s value to the consciousness of subject;3. The impact of object’s image on object itself is that if there is the demand of subject, objects’ image influences whether subject establishes relationship with object;4. Corporate image is defined as the presentation of corporate value to consumers and society;5.The impact of corporate image on corporation itself is that corporate image influences the state of corporate social existence on the aspect of both social institution and market relation.The second chapter explores the origin of Mass media through studying social publicity and demand of human publicity, then, defines and studies the publicity of Mass media. Research conclusions:1. This paper introduces "acceptance" into the research of publicity, based on this, publicity is defined as acceptability for the variable majority, and proposes four categories of publicity:publicity with positive value, publicity with negative value, publicity with both positive and negative value, publicity with zero value;2. Mass media originates in the existence of social thing with publicity and personal existence with publicity;3. The publicity of mass media is defined as usability for the variable majority. The publicity of mass media includes three aspects:information aspect, interest aspect, medium aspect;4. The existence of mass media is a existence with publicity. The third chapter explores the characteristic of corporate image presented by mass media and the impact of corporate image presented by mass media on corporation, based on the publicity of mass media and the impact of corporate image on corporation itself. Research conclusions:1. The characteristic of corporate image presented by mass media is that corporate image is presented by mass media to the variable majority, that is to say, mass media make corporate image having characteristics of openness, presence and present;2. The impact of corporate image presented by mass media emerges on two aspects:market relation and social institution. The impact of corporate image presented by mass media influence the state of corporate social existence, through both influencing the publicity of corporate product or service on the aspect of market relation and evoking public opinion on the aspect of social institution.The forth chapter explores the control of mass media presenting corporate image by government, corporation and audience, from the perspective of the publicity of mass media, government and corporation. Research conclusions:1. Audience control the publicity of mass media, and the existence of mass media is the existence with publicity, so, audience control the existence of mass media, based on this, audience’s controlling mass media is the most fundamental or the first control;2. Based on the publicity of government and corporation, audience control government’s or corporate controlling mass media presenting corporate image, that is to say, audience’s control is first but indirect, governments or corporation’s control is second but direct.