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Study on the Construction of Media Brand Manager System

Author: TangXiaoLi
Tutor: PengZhuBin
School: Hunan University
Course: Communication
Keywords: Outreach body National image National Image Building Outreach Effect
CLC: G206
Type: Master's thesis
Year: 2009
Downloads: 401
Quote: 3
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Abstract

National image and attendant image of the country is the characterization of the national strength and national spirit, it is important intangible asset of a sovereign state, is a concentrated expression of the comprehensive national strength. Countries in the world competing adjustments to improve or reshape the image of the country, the purpose is to enhance the external appeal, creating the opportunity for economic and trade cooperation, and at the same time improve the country's international status and international influence. The the National Image or improve through effective outreach to achieve. From the main body of external publicity, outreach on the image of the country instead of relying on what forces can achieve long-term and effective spread. Governments, the mass media, people and groups have different routes of transmission in the era of globalization of the economic information, manifestations, mechanism of action and communication status. They are not completely isolated individual operation alone. Plays a dual role in the shaping of the image of the country, the Government, both national image important part, rely on their a powerful political rights and a wide range of social resources and external communication plays overall planning, organizing guided; Volkswagen media as the most extensive outreach tool, a pivotal role in national image building, adoption of the agenda setting affects vision and cognitive attitudes of global concern, especially with the international influence of powerful media. People and organizations in the external communication along with increasingly highlight the trend of economic and information globalization. External communication of the individuals and organizations have long surpassed the limitations of geography, country, race, etc., they have a greater range of activities and the impact of space to spread object, dissemination of content, communication channels, such as diversification, so this part of the media as a force to become traditional strong media as a force, such as the government, the mass media's important auxiliary and supplemental. The three major publicity main role of external communication affect each other, so that the image of the country to form a three-dimensional network structure of the deep-seated. Government both through its own route of transmission of external communication, while indirect guidance control way affect the media and the public dissemination; mass media to find the most appropriate location external communication in the game of public opinion of the government and the people, at the same time in the external information source and external communication of funds, technology, equipment, social resources a large extent dependent on the government; the populace accompanied economic globalization of information and in-depth, and also become an important foreign communicators, this part of the force to some extent, has been able to influence the public vision and attitude of the media, and even the government's decision-making. China to achieve effective dissemination of national image building, we must build a good overall propagation environment. Conditions influencing factors and the role of each subject to form an effective force in shaping the image of the country, to clarify the role of external communication subject to clear their own strengths and weaknesses in the analysis of the internal and external environment to find subjects to strengthen role to play way method to effectively enhance our national image building external communication.

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