發(fā)布時間：2018-04-02 06:04

  本文選題：磁器口古鎮(zhèn)　切入點：新媒體語境　出處：《四川外國語大學》2017年碩士論文

【摘要】：目前,關(guān)于旅游古鎮(zhèn)未來發(fā)展的研究已成為文化產(chǎn)業(yè)研究的熱點。而國內(nèi)研究大多集中于古鎮(zhèn)開發(fā)、經(jīng)營模式和對外宣傳以吸引客流上。基于這種背景,關(guān)于古鎮(zhèn)的探討集中在形象策劃宣傳層面。而文化作為歷史古鎮(zhèn)的靈魂,學術(shù)界目前仍缺乏從古鎮(zhèn)文化層面對歷史古鎮(zhèn)形象進行的探討,而文化作為傳播的核心內(nèi)容,貫穿著整個傳播過程并直接影響著傳播效果。同時,在新媒體發(fā)展的背景下,又為歷史古鎮(zhèn)的文化形象傳播提出了新的問題,如何利用新媒體傳播古鎮(zhèn)文化形象,也是古鎮(zhèn)文化傳播的新課題。本文以新媒體技術(shù)為背景,從文化層面,提出構(gòu)建磁器口古鎮(zhèn)新媒體語境下的文化形象,并從旅游者接觸磁器口古鎮(zhèn)相關(guān)信息的渠道及所利用的新媒體技術(shù)現(xiàn)狀,從磁器口古鎮(zhèn)目前利用新媒體技術(shù)進行文化形象建構(gòu)和傳播的情況,以新媒體技術(shù)的利用角度探討了磁器口古鎮(zhèn)文化形象的傳播策略。本文首先界定了“新媒體語境”、“古鎮(zhèn)文化形象”兩個核心概念,分析了新媒體語境下傳播過程中的各個要素,通過考察磁器口古鎮(zhèn)文化形象構(gòu)成元素,和現(xiàn)有傳播平臺的利用情況,測量并分析了基于游客感知的磁器口古鎮(zhèn)文化形象,提出將巴渝文化、沙磁文化作為磁器口古鎮(zhèn)文化形象定位的突出文化元素,并提出官方主導,注重游客的參與;注重中青年群體的文化需求培養(yǎng);官方媒體平臺整合傳播;加強與第三方網(wǎng)站、媒體合作;嘗試VR傳播;突出文化,直觀展示,事實為準,趣味表達;線上+線下互動參與式傳播;評價、分享式傳播等磁器口古鎮(zhèn)文化形象的新媒體傳播策略。本文旨在通過考察新媒體語境下歷史古鎮(zhèn)文化形象的傳播狀況,創(chuàng)新古鎮(zhèn)文化形象的傳播思路,加強文化及其傳播在古鎮(zhèn)形象研究中的關(guān)注,使我國歷史古鎮(zhèn)文化形象傳播的研究躍出單純的策劃層面,深入到形象的文化生成、文化傳播過程中,并從文化形象的感知過程與文化形象傳播過程的機理中與尋求進行歷史古鎮(zhèn)文化形象的塑造與與時俱進的傳播策略。
[Abstract]:At present, the research on the future development of ancient tourist towns has become the focus of cultural industry research.Most of the domestic studies focus on the development of ancient towns, business models and publicity to attract tourists.Based on this background, the discussion of the ancient town focuses on the publicity level of image planning.As the soul of the historic town, the academic circles still lack the discussion of the image of the ancient town from the cultural level of the ancient town, and culture, as the core content of communication, runs through the whole communication process and directly affects the communication effect.At the same time, under the background of the development of new media, it puts forward new problems for the cultural image transmission of the historical ancient town. How to use the new media to spread the cultural image of the ancient town is also a new topic of cultural communication of the ancient town.This article takes the new media technology as the background, from the cultural aspect, proposes to construct the cultural image under the new media context of the ancient town of Ciqikou, and from the tourist's access to the relevant information channels of the ancient town of Ciqikou and the current situation of the new media technology used.This paper discusses the communication strategy of the cultural image of the ancient town of Ciqikou from the perspective of the use of new media technology from the point of view of the construction and dissemination of the cultural image by using the new media technology.This paper first defines the two core concepts of "new media context" and "ancient town cultural image", and analyzes the elements in the process of communication under the new media context.And the utilization of the existing communication platform, this paper measures and analyzes the cultural image of the ancient town of Ciqikou based on tourists' perception, and puts forward that the Bayu culture and the Shac culture are the prominent cultural elements in the positioning of the cultural image of the ancient town of Ciqikou, and that the cultural image of the ancient town of Ciqikou is dominated by the government.Pay attention to the participation of tourists; pay attention to the cultivation of cultural needs of young and middle-aged groups; integrate communication with official media platform; strengthen cooperation with third party websites and media; try VR communication; highlight culture, visual display, facts based, interesting expression;Online and offline interactive participatory communication; evaluation, sharing communication, such as the cultural image of the ancient town of Cijikou new media communication strategy.The purpose of this paper is to investigate the spreading situation of the cultural image of the historic town in the context of new media, to innovate the communication ideas of the cultural image of the ancient town, and to strengthen the concern of the culture and its communication in the study of the image of the ancient town.So that the study of cultural image communication of historical towns in our country leaps out of the pure planning level, and goes deep into the cultural generation of images and the process of cultural communication.And from the perceptual process of cultural image and the mechanism of cultural image transmission process and seek the historical ancient town cultural image molding and the communication strategy of keeping pace with the times.
【學位授予單位】：四川外國語大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F592.7;G206;G127

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本文編號：1699084