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