Research On The New Media Entertainment Marketing Of Country Image

Country image is a complicated social construction, which concludes several general images. It is the sum of all the depictive, interpretive and informative beliefs which certain group or people hold. Under the historical background of China rising, build up, market and maintain a good Chinese image to the world, is a subject of great realistic and strategic importance. While our country do not hold a leading role in international media, under the background of new media revolution, a new theory of country image marketing is urgently needed. Thus, this article utilizes the co-subjective marketing discourse, aiming on solving the inherent problems of traditional country image marketing, and put forward the theory of new media entertainment marketing of country image. The theory serves as a systematic solution to the traditional country image marketing theory’s flaws in subject, media as well as content.The new media entertainment marketing of country image has many forms,and this article select video game to analyze. Firstly,this article analyze the effectiveness of video game in country image marketing. Secondly, this article integrates the theory and notions in country image with General Learning Model(GLM) in ludology, in order to explain how video game could affect player’s country recognition, affection and conation. Thirdly, this article focus on American video games, utilize content analysis method, in order to study the country image of the US, Russia and China in America video games.