The Study On Communication Strategy Of Media Of City Image

As the time of globalization is coming, cities are facing severe tests of intercity rivalry. To deal with it, the publicity of city image will be an inevitable choice. Spread the image of Chinese cities is developing rapidly. And the governments of cities in China all set high value at this program. As an important issue of the publicity, media communication is of great concern of practical and academic circles and becomes a focus of research these days. Therefore, it is of profound theoretical and practical significance to study the communication strategy of media of city image.This thesis, based on the theories of mass communication and marketing, taking the status of the publicity of city image in account, analyzed and summarized the necessity of the media communication of city image from its connotative meaning. The paper pointed out the defects and the reasons of the defects in the media communication of city image in China. Through discussing the factors of media communication of city image and the approaches to it, the paper tried to propose an associated strategy of media communication of city image, which could satisfy the demand of city's development.The paper studied and analyzed the four main factors of the media communication of city image: communicators, contents, media and audiences. Combining the theories with the real status of media communication of city image, this thesis divided the media communication of city image into four steps: first, defining the city image; second, choosing media; third, organizing the media communication; last, the media's interactive cooperation.Founded on the research of both theories and practice, this thesis brought forward the strategy of combining the overt media communication of city image as the premier with the latent as the secondary.Based on the theory of Diffusion of Innovations, and founded on the process of audiences cognitive, the strategy of overt media communication can be divided into three parts: the strategy of audiences' cognition, the strategy of audiences' concern and the strategy of audiences' action. The paper analyzed these strategies by taking cases of Shijiazhuang, Ningbo and Chengdu respectively. From the aspect of communicators, this paper divided the latent media communication into two parts: the strategy of involuntary communication and the strategy of voluntary communication.