Audience Perception Of Media Brand Image

In the new media era,competition and integration not only affect the producers and distributors of media content,but also greatly influence the recipients.The impact of media technology change on the construction of brand image is not only reflected in the change of carrier,but also in how to meet the most valuable expectations and needs of the audience.The brand image is the audience’s perception of the brand,which is often not outwardly,but deeply hidden in the inner "metaphor".The case study of this paper,"Peng Pang News",made full use of new media technologies and platforms to create a more diversified content production model,promoted the exploration of the media in the field of interactive communities and built a powerful media matrix.It has become one of the representatives of digital transformation in the news industry.Through Zaltman’s Metaphor Extraction Technique(ZMET),we conducted semi-structured interviews with images collected from respondents,combined with Kelly’s lattice method,ladder method,means-end chain(MEC)and other methods to extract and link related concepts,and finally drew a consensus map to obtain a value hierarchy map(HVM).Through ZMET,we understand the audience’s perception of the media brand image of "Pescadores",on the one hand,we can discover the potential metaphors and special connotations of the media brand image,and further enrich the cognition of the brand image;On the other hand,it can be used as a reference yardstick for media brand image shaping,and this study makes suggestions for the construction of brand image in the new media era in three aspects: strengthening the construction of media brand image identification elements on digital media,in-depth use of digital tools and integrating media resources for linkage communication,avoiding perceived risks and cultivating audiences to actively associate.