The Study On Communication Stratege Via Media Of City Image

The development of cities in today’s information society relies heavily on the enhancement of soft power. The competition between cities has become increasingly fierce in the context of globalization. Among other factors, building distinct city images plays a particularly important role in such competitions due to the rapid flow of natural and human resources, capital, etc. In China, because of continuous efforts towards understanding urban development, city images and their dissemination have received increasing attention in recent years. Media are one of the most crucial tools to disseminate city images. The "how" and "what" factors of media dissemination dictate how well city images can be delivered. Therefore, research on media dissemination of city images provides both theoretical and practical benefits.This thesis starts with an introduction of the concept of city image, followed by a brief description of the content, features, and elements of city image according to theories on city marketing and communications. The necessity of utilizing media to disseminate city images was analyzed. The dissemination of city images in China was specifically examined and summarized, with current shortcomings and their reasons outlined.Then, systematic investigation on the five elements of disseminating city images,i.e."who","says what","in what way","to whom", and "with what effect", was carried out, with discussions focusing on real situations in present Chinese cities.Finally, three stages during the dissemination of city images were identified, and analysis on specific strategies within each stage was performed. Detailed interpretations of the strategies were described based on real occasions that provide insight into understanding each particular stage. Additionally, the effect of news reports, which usually accompany the dissemination of city images, on such dissemination was analyzed. Based on the statistics for Nanning from a number of journals, the relationship between media exposure and city image was extracted, and approaches to guide the media to build nice city images were proposed.