"Self-speech" And "Other Construction":Study On Regional Image Communication

Image of the region is a comprehensive reflection of an area of natural, economic and social development, it is the result of regional economic development, but also is the power of regional sustainable development. It as a "soft power" influences the value judgments of various factors, such as the people of the region, the good image of the region can enhance their pride and contribute to the formation of regional cohesion and solidarity. In attracting capital, technology, human resources, and expand development, enhance the comprehensive strength, etc. between the region and the region, a good image of the region is playing an increasingly important role.Media is the main carrier in an area of image-building and dissemination plays an intermediary role, affect people’s perception and impressions directly of a given region. Image in the region rely on media for positive spread, they also face a variety of risk of transmission. Whether it is a risk or risk-based media construct, are warning of the urgency and importance of our region to explore the image of propagation conditions. In recent years, regional image problem aroused great attention around the country, many local governments will shape the image of the region in their work schedules, focus on research and enhance regional image.The early research of image of the region in china began in the1990s. Overview nearly20years of literature, it’s not difficult to find the city and country’s images have attracted the attention of many scholars and researchers, and have made appropriate progress in related sectors and aspects of the theory and practice. In contrast, the sustainable development of region that directly related to the political, economic and cultural, especially in the third and fourth tier cities and even rural areas where did not get the appropriate attention and study. The region of paper refers the county-level, city towns, rural areas which the majority of those with the resources and potential development. They are far less line of the capital city as fully developed and concerns dominated, but it has its own advantages, such as cheap land, pure natural tourism resources, and rich local culture. Started late, strong potential, strong features, is the main feature of the region.As a volunteer, I had taken part in "Bishan Plan" and "hundreds of hands of Yi County" field research projects follow with my tutor in Yi County, Huangshan City. When I went to village to visit households, I found Yi County had been saved a large number of ancient buildings of Ming and Qing Dynasties, had a strong cultural connotation and unique local characteristics. In recent years, the local government has revitalized the regional economy, vigorously develops tourism resources, and established ancient village tourism brand, planed marketing activities to stimulate tourism development of tertiary industry, economic prosperity. Although the spread of this particular mode of transmission of tourism, with its wide spread range, the speed, the strong penetration in the structuring and dissemination of regional image plays an important role to some extent, but the image positioning of local government in the area exists drift phenomenon, targeted and featured image is not strong, and regional economic benefits spread too much emphasis on the process, thus ignoring the cultural and social benefit, is not conducive to long-term sustainable development of the region. In addition, the speed of urbanization in the background, because of quick willing of success, crisis consciousness of regional image, local government and villagers torn down the old house, copied the Western architectural styles to built a new house, abandoned brick glazed tile and quartzite, which made many villages similarity, lost its original character, which is so deplorable.From the perspective of communication, image communication is the essence of the area of communication and exchange of information, which is an area to "say words" subjective perception by disseminating the practice of self-image and, ultimately, another brain "construction" in this area and views. The second chapter, the third chapter analyzes the status of image communication Yixian County, is the key sections of this paper. I broke the previous experts and scholars on the status of regional image communication studies major from communicators, dissemination of content, communication channels, the audience, the spread of the five elements of communication effects research framework described categories, but from the regional image of "self-speech" that is the main dissemination of practical activities and "other construction" image of the region that is the image of the audience on the regional aspects of subjective knowledge and attitude to analyze the status of regional image transmission. In this paper, I will select the image of Yi County area as a case which has extremely complex propagation conditions. Based on communication theory, I analysis the status quo image of communication in this area, find problems and strategies for the future of local government, public organizations and individuals shaping the region image to provide real-world experience and reference value, but also call for more attentions of image experts to rural construction.