Research On Media Image Construction Of Traditional Media

In recent years, along with public media developing rapidly, media competition has been gradually intensive. Traditional media has step into the stage of "image dominant", after going through the stages of "media dominant", "production dominant", and "marketing dominant". The media image becomes the most important factor to win the competitions. The development of new media has not only promoted traditional media to develop, but also build a wilder platform for them. The birth of Weibo is a typical symbol. It opens up a new battlefield for traditional media, also provides new directions and opportunities to establish media image.The media image of the traditional media Weibo is the research object in this paper, we try to start from the media image to analyze the development path of traditional media Weibo.Media image, seemingly the appearance of traditional media Weibo, but we can reform its core through it. Good media image is not only conducive to broaden news production path for traditional media, guide public opinion on Weibo, but also help build their own brand to win economic benefits. Thus, the construction of the image, is also for its own better development.But for now, constructing the media image of traditional media Weibo also exist various problems, which have a direct impact on traditional media Weibo. As the media image is first perceived by the audience, but also judged by the audience, it is jointly constructed by the traditional media Weibo and the audience. So this article mainly start from the perspective of the audience, providing the appropriate strategies from credibility, communicational ability, affinity, organizational capability to enhance the image of the traditional media Weibo in audience’ mind, and to help traditional media develop better on Weibo.