本文選題：節(jié)事活動 + 城市形象　； 參考：《華中師范大學(xué)》2017年碩士論文

【摘要】：自1934年湖北省舉辦第一次有組織的橫渡長江活動以來,武漢的渡江節(jié)經(jīng)歷了 80余年的歷程。武漢人親水、樂水、喜愛江中戲水早已成為傳統(tǒng)民間習(xí)俗。而1956年,時任國家主席的毛澤東第一次暢游長江,并寫下著名的詩篇《水調(diào)歌頭·游泳》,帶動了更多的武漢人甚至全國廣大人民群眾參與到游泳的行列中來。隨后渡江節(jié)規(guī)模不斷擴大、內(nèi)容不斷豐富、組織不斷完善,來自不同國家的人們紛紛參與其中,使渡江節(jié)逐漸走向國際化。這個過程是渡江節(jié)由少部分人參與到更大部分人參與、由地方走向國際的過程。然而,這一節(jié)事活動雖然從“渡江節(jié)”發(fā)展成為“國際渡江節(jié)”,卻依然未能走出“火不起來”的尷尬處境。武漢的渡江節(jié)有著先天的自然條件和源遠(yuǎn)流長的歷史積淀,如果能將這一活動打造成獨具歷史特色和地域文化特色的品牌,將對武漢的政治、經(jīng)濟、社會、文化產(chǎn)生巨大的積極作用。因此,本文探究武漢國際渡江節(jié)對武漢城市形象的傳播是非常有意義的。本文探討了節(jié)事活動和武漢城市形象傳播的研究現(xiàn)狀,梳理了國內(nèi)有關(guān)武漢城市形象傳播的常見角度和和傳播策略,并提出了本文研究的方法與創(chuàng)新之處,將渡江節(jié)作為一個節(jié)事活動,基于其歷史發(fā)展過程,分析其目前所呈現(xiàn)出來的現(xiàn)狀和特點,從文化傳播的角度來探討它對武漢城市形象的傳播作用和渠道,發(fā)現(xiàn)其在傳播過程中存在的不足,并提出幾點改進建議,希望對武漢的城市形象建設(shè)提供有效參考。通過對武漢國際渡江節(jié)的探討研究,筆者認(rèn)為,在互聯(lián)網(wǎng)時代,武漢國際渡江節(jié),不僅要利用傳播媒體進行活動公開,更要利用好網(wǎng)絡(luò)新媒體,制定更加完善、系統(tǒng)的傳播策略,實施信息全覆蓋戰(zhàn)略;不僅要利用好歷史資源,更要不斷創(chuàng)新、不斷融入新的元素,使渡江節(jié)跟上時代的步伐;不僅要發(fā)揮地域優(yōu)勢,更要用全球眼光來展望渡江節(jié),使其國際化進程穩(wěn)步加快,將武漢國際渡江節(jié)打造成為獨一無二、獨具特色的節(jié)事活動品牌。
[Abstract]:Since the first organized crossing of the Yangtze River in Hubei Province in 1934, the Dujiang Festival in Wuhan has gone through more than 80 years. Wuhan people like water, happy water, love water in the river has become a traditional folk custom. In 1956, President Mao Zedong swam the Yangtze River for the first time, and wrote a famous poem, "Swimming in the head of Water", which brought more Wuhan people and even the masses of the whole country to participate in swimming. Then the scale, content and organization of the Dujiang Festival continued to expand, and people from different countries took part in it one after another, which made the festival internationalized gradually. This process is a process of crossing the river festival from a small number of people to more people to participate, from the local to the international process. However, although this event has developed from "crossing river festival" to "international crossing river festival", it is still unable to get out of the awkward situation of "fire does not rise". The Dujiang Festival in Wuhan is endowed with natural conditions and has a long history. If we can turn this event into a brand with unique historical and regional cultural characteristics, it will be of great importance to Wuhan's politics, economy and society. Culture has a great positive effect. Therefore, the study of Wuhan International River Festival is of great significance to the dissemination of Wuhan city image. This paper probes into the research status of festival activities and Wuhan city image communication, combs the common angles and communication strategies of Wuhan city image communication in China, and puts forward the methods and innovations of this paper. Taking the Dujiang Festival as a festival event, based on its historical development process, this paper analyzes the present situation and characteristics of the festival, and probes into its role and channels in spreading the image of Wuhan city from the angle of cultural communication. This paper finds out its shortcomings in the process of communication, and puts forward some suggestions for improvement, hoping to provide an effective reference for the construction of Wuhan's city image. Through the study of Wuhan International River Festival, the author believes that in the Internet era, Wuhan International Crossing Festival should not only make use of the media to open its activities, but also make better use of the new network media. The strategy of systematic communication, the implementation of the strategy of full coverage of information; not only to make good use of historical resources, but also to constantly innovate and integrate new elements, so as to keep up with the pace of the times, and not only to bring into play the regional advantages, It is necessary to look forward to the Dujiang Festival with a global vision, to speed up its internationalization process steadily, and to build Wuhan International Crossing Festival into a unique and unique brand of festival events.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：K29;G206

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