Research On The Ordos Image Communication Under The Media Framework

Following the year of 2000 "New York Times" reported Ordos was a "ghost city", Ordos attracted a lot of attention, and it has gradually become a hot topic. Subsequently, "the per capital GDP catching up in Hongkong ", "Grassland Dubai " and other news circulated in the real society and the network society. But after the year of 2012, the economy began to decline, and Ordos takes off the original "gorgeous", "shining" coat. "Debt city", "bubble economy" etc negative image began to appear. "Ordos phenomenon" now slowly fade out of sight, after some speculation.It is a new project that researching on Ordos in the media changes report. Based on this project, this paper focus on Ordos reported in People's net, and makes use of communication in the agenda setting function, media framing theory etc to analyze Ordos image in the media. Being aware of external audiences have how much cognition to Ordos, discuss Ordos image in the process of communication problems, propose solutions to the problem, and to give some reference for constructing a comprehensive, multiform Ordos image.This paper selects the year of 2012 that the outbreak of the risk of private lending in Ordos and the year of 2015 that economic turned to transformation, then carries on the quantitative and qualitative research. It aims to research on the Ordos image that analyzes for propagation characteristics and content transformation in People's Net.At the same time, using the method of questionnaire investigation looks into the external audiences.Then external audiences' understanding and impression of Ordos matches with the news on People's Net.Through statistical analysis, the author found that there were some problems People's Net reported Ordos:lack of local news, external media reported fewer, negative reports more, the city reported scope is not uniform, as well as the news source is single etc. These problems affect the external audiences to understand of the city image, and build "stereotyped image".According the problems in People's net reported Ordos, and external audiences receiving information formed the cognition of the city, the author gives some countermeasures and suggestions. First of all, Use of local resources to create the brand that belong to Ordos, in order to increase the degree of reporting; second, the local government and the media should improve the agenda setting function, so it can provide more choices for other reports; third, the media organize actively various activities according to their own situation, and attract audience attention to improve the audience participation. Through this way can help the city enhance the concern and awareness, and change the audiences'original understanding; fourth, use media integrated marketing strategy, and look for city characteristics, then design city propaganda deployment strategy, form a variety of channels communication; finally, "newspapermagazine-network-new media" intersects with each other, and using the media reports form the strength of broadcasting, and enhance the overall image of the city. Let the audience know more about the Ordos, and reduce the original "stereotyped image", at the same time build a new city cognition.