A Study On Media Image Construction Of Gansu Province Under The Background Of "One Belt And One Road" Initiative

In 2013,the great ideas of the Silk Road Economic Belt and the 21 st Century Maritime Silk Road were put forward one after another,opening up a new stage for China’s opening-up and development in the new era.As an important node of the Silk Road Economic Belt,Gansu province has ushered in a new development opportunity.Under the background of "One Belt And One Road" initiative,a good provincial media image can attract more opportunities for economic and trade cooperation and cultural exchanges at home and abroad for Gansu province,so as to promote the rapid economic development of Gansu province and enhance its influence on the domestic and international stage.Under the background of "One Belt And One Road" initiative,the government,local enterprises and the public play different roles in the construction of media image in Gansu province,among which the government plays a leading role while the construction behavior of local enterprises and the public is relatively scattered.Under the background of "One Belt And One Road" initiative,media image construction in Gansu province mainly focuses on local construction,economic and trade cooperation along the route and cultural and tourism integration.In form,the main publicity window is image propaganda film,supplemented by film and television works and media products developed based on digital virtual technology.On the whole,under the background of "One Belt And One Road" initiative,the media image construction process in Gansu province not only integrates the communication advantages of traditional media and new media,but also makes active use of central media and overseas media.At present,the media image construction in Gansu province under the background of "One Belt And One Road" initiative has achieved certain results,but there is still a large room for improvement.Provincial media image positioning is fuzzy,media image content communication power is limited and media image construction is lack of interactivity,which are all the shortcomings of media image construction in Gansu province under the background of "One Belt And One Road" initiative.The main reasons are the absence of systematic planning of media image in the province,the low development level of local media and the lack of feedback mechanism of media image construction in the province.In order to further improve the effect of media image construction in Gansu province under the background of "One Belt And One Road" initiative,an image identification system should be established to integrate media image construction resources in Gansu province,and at the same time,different audience groups should be distinguished for layered and differentiated communication.