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    粤港澳大湾区战略背景下提升广州国际传播力研究——基于在穗外籍人士的调查

    摘要

    本研究以在穗外籍人士对广州城市形象的感知评价为研究对象,综合运用传播学、新闻学、社会学等理论,通过对在穗外籍人士的问卷调查和深度访谈对广州城市形象的对外传播现状进行深入分析。研究发现,在穗外籍受访者多数认为大湾区战略会提升广州城市国际传播力;多数外籍受访者偏好使用社交媒介,对本土媒介使用较少;受访者对广州现代化地标建筑认可度高,但对城市历史文化了解不足;受访者认同广州“开放”的国际形象,但认为广州国际形象不够鲜明。本研究提出在粤港澳大湾区战略背景下广州提升城市国际传播力的对策建议,包括突出广州在粤港澳大湾区中城市定位的传播,加强广州与粤港澳大湾区其他兄弟城市传播的合作,促进广州与更多国际知名城市建立友好关系,构建基于外籍人士信息获取偏好的广州国际传播新格局,举办国际性活动提升广州在国际传播领域的“注意力”,培养在穗外籍人士作为广州国际传播的KOL等,也为粤港澳其他城市甚至内地城市的城市形象对外传播提供参考和借鉴思路。

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    Abstract

    This study takes the perception and evaluation of Guangzhou’s urban image by foreigners in Guangzhou as the research object,comprehensively uses the theories of communication,journalism and sociology,deeply analyzes the current situation of the external communication of Guangzhou’s city image through questionnaires and in-depth interviews with foreigners in Guangzhou. Research shows that most foreign respondents in Guangzhou think the GBA strategy will enhance the international communication ability of Guangzhou;most of the foreign respondents prefer to use social media,while use local media less;respondents can well recognize Guangzhou’s modern landmark but the understanding of urban history and culture is insufficient;the respondents agree with Guangzhou “open” international image while considering Guangzhou’s international image is not bright enough. Countermeasures and suggestions are given to enhance the international communication ability of Guangzhou under the strategic background of the Guangdong-Hong Kong-Macao Greater Bay Area,including highlighting the spread of Guangzhou’s urban positioning in the Guangdong-Hong Kong-Macao Greater Bay Area,strengthening the communication cooperation between Guangzhou and other brother cities in the Guangdong-Hong Kong-Macao Greater Bay Area,promoting the establishment of friendly relations between Guangzhou and more internationally renowned cities,constructing a new pattern of international communication based on foreigners’ information acquisition preference,holding international activities to enhance Guangzhou’s “attention” in the field of international communication,cultivating foreigners in Guangzhou as international communication KOL,etc. These also provide reference for the city image dissemination of other cities in Guangdong,Hong Kong and Macao and even mainland cities.

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    作者简介
    佘世红:佘世红,博士,华南理工大学新闻与传播学院副教授,硕士生导师,研究方向:品牌传播与城市传播。
    张鑫金:张鑫金,华南理工大学新闻与传播学院硕士研究生。
    李春华:李春华,华南理工大学新闻与传播学院硕士研究生。
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