A Study On The Image Transmission Of Chinese Customs Under The New Media Environment

Customs’ image is an intangible resource which is external manifestation of the customs comprehensive abilities,and it’s also the index of relationship between the customs and the public. On the basis of government image communication theory, this paper analysed the problems and deficiencies in the Customs’ image brodcasting, and also elaborated the opportunities and challenges that the Customs will run into in the new media age. This paper aims to find out the specific strategy for the Customs to improve its image communication in the new media age, hope to give a valuable guide for the customs..In the first chapter, this paper expound the reason for choosing this topic by analysised adverse effect of lack of customs’ image communication, and explained this paper’s theoretical and practical significance from the angle of fill the blank of academic research.This chapter combed government image communication theory, identified the the research approach that combination of inside and outside, and ascertained to take documentary research/questionnaire survey/experience summary to do this study. The innovation of this paper lies in it combined the customs’communication with the new media for the first time,this will fill the gaps in customs’communication research, Combination of inside and outside perspective on the research of image communication industry, which has guidance significance for the the customs.In the second chapter, this paper defined the concept of the new media and customs’ image, seted forth its connotations/constituent elements/types/carriers and so on, and also seted forth the connotation/element/genre and supporter for thecustoms’ image brodcasting. Established the formula that the customs’ plus the public’s cognition and estimate equal to the customs’ image, put forward the subjectiveness/objectiveness/variability of the customs’ image communication. and also the four basic element and molds of the customs’ image brodcasting.In the third chapter, this paper did some investigation and research on the effects that the customs has been obtained, combs out its targets and patterns and organizations and effections. The questionnaire survey exposed many problems, such as the imbalance of external dissemination internal dissemination, orthopaedic spread are ineffective, lack of initiative in information service for the public, the style of work needs to be strengthened, the way of using new media are rigid and so on. This paper discussed the challenge and opportunities the customs encountered in the age of the new media.In the third chapter, this paper offered some proposal for the Customs refering to the new media age,the typical cases in recent years,and the practical experience the writer have been had In the process of the work, such as clarifying goals/Improving the practitioners to media literacy/Information disclosure,etc.