An Analysis Of Inner Mongolia’s Milk Source Area Image In Media

A region image’s shape, preserve and spread a closely related to media report. As a traditional dairy source area, Inner Mongolia’s dairy source area image is presented by its dairy industry’s media image. This dissertation first carding sources area, source area image, source area media image and the mechanism of source area image by literature review. Then this dissertation analyze some ways Inner Mongolia used to popularize its dairy source area’s media image,which is the use of halo effect in set up a good region image, the use of sterotype to enforce grassland culture, the use of summarize effect and first reason effect in the company’s omnibearing and multi-angle media report, the use of brand effect in the construct the regional brand. Finally, analyze Inner Mongolia’s only provincial newspaper-Inner Mongolia Daily’s report about dairy from2006to2010, finds out the news about Inner Mongolia dairy industry and Inner Mongolia dairy company’s news(called inside news later), news not about dairy industry and dairy company(called outside news later), the number of positive, neutral and negative news in inside news, the number about government behavior in inside news(called politic news later), the number about the application of policy, technical support in politic news, the number of news about government’s action to enforce supervise, attack illegal person and preserve market order and the others, and the number of supplement about broadcast grassland culture. Compares the number of inside news and outside news in China Daily before and after "elamine scandal", find that after the scandal the number of inside and outside news changed dramatically, which means that the scandal had affect Inner Mongolia Dairy industry. In order to maintain Inner Mongolia dairy industry image, Inner Mongolia Daily reports goverment behavior and company behavior in time. Preserve Inner Mongolia’s media image to the biggest extent.