Research On The Local Image Construction Of Xiuning Television Station

Since the1980s, China’s radio and television broadcasting slowly come to the current track, under the guidance of the four-run broadcasting, four-run TV, four mixed coverage policy, meanwhile the county-level television stations also have boarded the stage of history. After30years of development, China’s county-level television stations and its growth increasingly highlight the important functions of grassroots media, which become a local county residents ideological propaganda and the media of choice for local information. The county-level television stations also shoulder the local image construction and the important task of cultural transmission. Specific to the local image construction, a growing number of researchers believe that there is some important strategic significance for the county-level television stations structuring and promoting the overall local image, presenting local characteristics from multi-direction.In view of this, we select Xiuning, Huangshan City broadcast television as a case to research how Xiuning television station build local image of Xiuning and its construction strategies which based on TV-image of Xiuning and the news reported by Xiuning television station in particular Xiuning News, combining with the relevant theories of communication. What’s more, we propose our own perspective on how the county-level television stations structure local image better, especially the county-level television stations in backward area. The author selected all the texts of Xiuning News throughout the whole year of2012to explore the methods that Xiuning television station structure Xiuning local image from political, economic, cultural, social and ecological by unscrambling topics, forms, keywords in detail objectively. In addition, the author not only interviewed the head of Xiuning government, the units of the Propaganda Department, radio and television to understand the relative information, but also find out how the local residents all over Xiuning feel about Xiuning television station structuring local image of Xiuning to testify the spread and promotion of local image of Xiuning during internship period in Xiuning television station. Whatever the research methods,the aim is that on the one hand to promote local characteristics and cultural resources being known by public, on the other hand, the county-television stations can find their own core-competitiveness to achieve a win-win situation through spreading local characteristics and cultural resources.The paper main body can be divided into five parts:the first part is introduction, through the form of literature review, this paper expounds the county-level television stations’related aspects such as development, talent cultivation, the contents of the research status and other aspects about the media image building. And research methods, contents and characteristics of innovation is to be noted that the proposed to Xiuning television station as the value of the case study in this paper. In the second part, Xiuning television station have been introduced officially as a case, combing the history of Xiuning television and the relationship to structure local image, to better tap the advantages of Xiuning television station structuring Xiuning local image. The third part is the focus of this paper, including Chapters III and IV, the author not only microscopic analysis of Xiuning News reports content from unscrambling topics, forms, keywords, ratings and satisfaction in four areas; but also macroscopic on exploring and elaborating the three strategies of the Xiuning television structure the Xiuning place image, namely, within the declared policy, foreign propaganda strategy and go turn change. The fourth part is the contents of Chapter V of the paper, the chapters summarized the lack of local image structuring of Xiuning television, and put forward some relevant counter measures. The fifth part is the in-depth discussion of this case, from Xiuning television station to the general level of the county-level television station, to explore the strengths and limitations of the county-level television stations in backward area of China, in order to build better feasibility reference for the local image and better development in the future.