从东方卫视看中国媒介形象建设（The construction of Chinese media image from Oriental TV）.docVIP

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从东方卫视看中国媒介形象建设（The construction of Chinese media image from Oriental TV）.doc

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从东方卫视看中国媒介形象建设（The construction of Chinese media image from Oriental TV）

从东方卫视看中国媒介形象建设（The construction of Chinese media image from Oriental TV） The construction of Chinese media image from Oriental TV Xu Xiaomin, 2006 master of communication studies, Zhejiang University 2007, 05, 09, 13:28, [big name small] [message] [Forum] [printing] [off] Abstract: in the era of attention economy, media have been building media image. Oriental TV has been reborn from an embarrassing provincial satellite TV, becoming Chinas most cutting-edge TV brand, and media image construction has played an invaluable role in its development. This paper analyzes the characteristics of the Oriental TV media image building, to think about today China media image construction should learn from the experience, which avoid the risk, resulting in the construction of the media image of the road farther and farther. Key words: media image; systematicness; innovation; public trust There are Chinese media pattern, competition is becoming increasingly fierce, the program has become increasingly homogeneous, foreign media on this huge audience market. In this battle for eyeballs, the media has found that the era of relying solely on programs to gain audience attention has passed. With the Phoenix media relations, the main media brand image has become the cross-strait famous media, the media gradually realized the importance of the construction of the media image, only the shape fit their own good media image, and actively create media brand, can be in an invincible position in the fierce competition, to win more attention. In the wave of media public relations and image shaping, Oriental TV is another successful case following Phoenix tv. From an embarrassing provincial satellite TV to become Chinas most advanced TV brand, media image construction has played an invaluable role in its development. However, the Oriental TV is also a pioneer in the media image building on the road to explore, there are both valuable experience we should learn, there are some errors in developmen