媒体形象的确立与塑造—以报纸为例/how media could create and establish their own images

2018-09-18 16:16:08

image In media 媒体 形象



本文选取报纸作为研究的对象,主要阐述在传媒产业化之后,媒体竞争激烈的大环境下如何确立和塑造媒体形象。
笔者认为媒体形象问题的提出是由媒体走向市场后激烈的竞争造成的。在这样的一个环境之下,媒体形象塑造的基本目标应该是一个有公信力的形象。媒体应该在内容以及从业人员的工作规范中贯彻这一思想。要使媒体在竞争中与他媒体区别开来,还应该从定位上将自己与他媒体区别开来,塑造个性化的形象。
媒体形象的目标确立以后,媒体应该采取各种各样的手段来打造自身形象。笔者主要是从内容、媒体从业人员行为、形象推广三个部分来阐述。
从内容上塑造良好的媒体形象,要力求报道的独特性,在栏目上应该创造有特色的精品栏目,在版面设计上应该有自己的风格。
从媒体从业人员塑造媒体形象,要让新闻专业主义成为每一个新闻工作者的职业精神,而经营人员要注意的是做到服务为本。
从形象推广上,媒体要根据自身的性质和定位设计精彩的宣传广告、视觉识别系统,此外,公关活动也是一个很好的手段。



In this dissertation, the author chose newspaper as the main object and tried to discuss how media could create and establish their own images to compete with others after the media industrialization has been finished.
In author’s view, the leading reason why the issue of creating media images has come into mind in recent years should be attributed to the drastic competition among diverse media. Media’s basic target for creating their own images is to set up the public confidence on them. In order to achieve this target, not only media may need to follow this principle on producing contents, but also all the media staffs have to obey the principle. Moreover, in order to be successful in the competition, the author’s suggested that the medium would better try its efforts to create its individual and vivid image to be different from other media.
Once the medium has established its image purpose, various measures could be employed to realize the purpose. In this article, the author’s discussion was focused on three main aspects, namely, the media contents, media stuff’s activities and media image popularization.
First of all, in order to create the upstanding media images, more attention should be paid to produce plenty of unique reports and exquisite programs. In addition, the layout of the newspaper should have its particular design characteristic.
Secondly, most of the media stuff may need to set up the career spirit and be more professional. Also, the newspaper business management should be customer focused and try to provide more service.
The last suggestion the author has given in the dissertation is that medium need to popularize its own image. Based on its nature and characteristics, a medium could design personalized advertisement or individual identify system to distinguish from others. Additionally, some public relations activities could be organized by media to propagandize its image.