| The city is the symbol of modern civilization and social progress,and also the main carrier of social and economic development.As an important part of a city’s comprehensive strength,city image embodies the material foundation and spiritual outlook of the entire city.With the increasing development of Chinese cities,the competition among cities is becoming increasingly fierce,and the role of city image in urban construction and development is becoming more and more prominent.The dissemination of city image is inseparable from the help of the mass media.The technological development of the Internet promotes the continuous updating and optimization of the functions of We Chat public accounts.Many cities have begun to use We Chat to shape the image of the city and spread the urban culture.Government We Chat has become the first choice for managers of major cities and an important medium for disseminating the city’s characteristic image."Millennium Porcelain Capital" Jingdezhen has a long history of ceramic culture,and the ceramic industry is changing with each passing day,establishing a distinctive image of the city of porcelain.As the official media platform of Jingdezhen,"Jingdezhen Release" actively promotes the construction and dissemination of the image of the Porcelain Capital,and deeply combines the construction of a cultural power with the shaping and dissemination of the city’s image in the new era,its published content is of great importance to promote the dissemination of the image of Jingdezhen porcelain capital.First of all,this thesis uses the method of literature analysis to sort out the current research status of urban image dissemination at home and abroad from three aspects: city image,media image,and porcelain capital image.Secondly,this article uses a total of 568 articles related to the image of porcelain capital in the tweets of "Jingdezhen Release" as samples,and constructs categories based on the viewpoint of media agenda setting.Through the analysis and statistics of seven categories of report theme,report source,topic column,high-frequency vocabulary,expression form,title sentence pattern,and discourse tone,and study of sample content.Summed up the image of Jingdezhen Porcelain City in the "Jingdezhen Release",which is positive,well positioned,profound in culture,full of charm,and going international.These five images constitute the individual characteristics of "Jingdezhen Release" in the process of disseminating the image of the Porcelain City.Finally,combined with the quantitative and qualitative analysis of the sample content,this thesis makes a specific analysis of the communication strategy of the "Jingdezhen release" of the porcelain capital image,and summarizes its communication strategy is mainly reflected in four aspects,creating a distinctive visual logo,giving full play to the role of gatekeeper,actively setting relevant agendas,building a novel discourse framework,and discussing the shortcomings of the "Jingdezhen Release" Porcelain City image communication strategy and putting forward suggestions for improvement.This study aims to find practical ways to shape and spread the image of Jingdezhen Porcelain City through the research on the presentation and dissemination strategies of the "Jingdezhen Release" Porcelain City image,and also to provide reference for the dissemination of urban characteristic images of other small and medium-sized cities. |
