A Study On The Media Integration Method Of Brand Communication

When entering to the post-technology era characterized by low intelligent control of the high-tech achievements and low-skilled use of high-end technical process, and under the complicity of civilian politics, desire mental as well as business profits, communication begins to spin out of control, with the emergence of the "environment of mimetic environment" trend. Communication entity’s check and agenda-setting functions have been deconstructed and reconstructed, and cultural crisis of value anomie is hidden behind the fracture of the signifier and the signified. The relationship among media, information and audience begins to crack, leading to the replacement of false and true. At the same time, as media convergence becomes a global topic, academic and industrial researches turn to the construction of an integrated communication platform with multi parties (information, technology, carrier and space), which can realize the successful docking of scale economies of demand and supply.The study subject of this paper is to introduce the use of the media as a new scale and vision to brand communication, promote the integration of all communication elements to form benign interaction mechanism, achieve the restructuring and reproduction of quality information between the agglomeration and spreading of space corresponding respectively to specific industrial dynamic, technical conditions and social living context, so as to reach the benign restriction between brand-media-environment-audiences and media ecology equilibrium state, and create the emotions experience type space blended with the generality and the individuality, perception and reason, stability and dynamics that can upgrade the brand value.This paper firstly carried out dimensionality analysis to media under brand communication context, secondly defined the macro concept and scope of media integration and elaborated on the principle of media integration, then it put forward that media use and media effect of audiences should be combined to carry out the prophase guiding study on media integration as audiences are the standard of value of all communication activities, finally, starting from the interaction mechanism between the tri-dimensionality of media and dual-dimensionality of brand pseudo-environment, it explored the integration law between media factors from micro level and carried out methodology study respectively on the levels including the function integration of media texts, platform integration of media terminal and experience integration of humanistic dimensionality, etc, which intuitively showed how to integrate to attain the optimum communication effect and form the "media resonance" effect of brand pseudo-environment.