Media Construction Of City Image

In recent years,China's urbanization process continues to advance rapidly,and the increasingly fierce urban competition puts forward higher requirements for the construction of urban image.As a party newspaper and the largest newspaper in China,People's Daily has incomparable advantages over other media in the construction of city image with its authority and influence.After years of practice and development,the city image advertising layout has not only become an important part of the People's Daily layout,but also gradually formed an operation mode in line with its own characteristics,becoming an authoritative platform for city managers to construct and present the city image.In this paper,People's Daily is selected as the target media,and its city image advertisements in the past ten years are taken as the research object,and the text is sorted out and the content is analyzed.City image advertising overall data analysis using the method of quantitative construction category,mainly from the number of ads,advertisers,advertising layout,advertising content four level and the proportion of urban administrative levels,advertising,graphic and advertising visual elements 9 categories such as a full range of detailed analysis,summarized the basic characteristics of the People's Daily city image advertising and trends;Text analysis of city image advertisement mainly through the word frequency analysis and proportion calculation of keywords in the advertisement text,the paper summarizes and analyzes the symbols that the city image advertisement emphasizes in the image presentation,and observes the changing characteristics and the emphasis of the city image advertisement on the city image presentation.Of urban image advertising in People's Daily's overall comprehensive analysis of data and deep advertising text content,try to analyze the People's Daily city image advertising and influence factors of the spread of the logic behind the analysis found that the image of the city mainly by the party newspaper advertising its functional role positioning,guidelines and policies of the party and the government guidance and city development condition the influence of such factors as reality.Based on the analysis results,this paper discusses the problems in the construction of city image in city image advertising of People's Daily,such as the homogenization of the communication content,the uneven distribution of advertising themes,and the similar application of visual elements.The mode of communication is stereotyped,which ismanifested in the fact that the advertising text is more propagandistic and lacks innovation.The utilitarianism of image construction is reflected in the pursuit of short-term image construction,which is lacking in the presentation of city cultural image.In view of the problems in city image advertising of People's Daily and the controlling factors behind them,this paper combines the method of case analysis and draws on the advanced experience in image construction of typical cities,so as to provide Suggestions for improving the media construction of city image.To city managers to recognize the urgency and necessity of city image molding,fully mobilize all sectors of the resource cities,to push the city's image propagation force form,promotion and development strategy implementation,so as to realize the standardized operation of city image dissemination source,a driving force for the sustainable development of city,inspired by the city managers in the increasingly fierce competition among cities using mass media construct the image of the city of new ideas.