As the starting point of the ancient silk road. Shaanxi province is the important pivot of China's One Belt One Road initiative. The local government attaches great importance to the construction of the regional image of Shaanxi province. There are three kinds of regional image presentation; entity image, media image and the cognitive image. The media image is critical to understand the external world. Media plays an important role in the shaping process of regional brand image. In China, a large number of the news media belong to the 'mouthpiece of the party', the regional image built up by the mainstream media is clearly distinguished from the image represented by the media which dominated by the market. This paper is based on the news report on Shaanxi province by China's three mainstream media, People's Daily, Guangming Daily and China Youth Daily, which are the three most representative national newspapers published in China. The objective of this paper is to analyze the regional image of Shaanxi Province in Chinese mainstream media in the One Belt One Road context (2013-2018) via the content analysis methods. Through the analysis of the number of reports, the source of news, the topic of the report and the subject of the report, this paper tries to confirm the relationship between the formation of media image of the regional brand and the political and economic system, the social tradition and the media system. This paper also suggests that the governance and news dissemination of the regional media image is equally important, and that the formation of the regional brand should focus on refining core functions and core values to obtain a positive and healthy regional media image.
Jia-Wei Wang, Communication University of China, China
Stream: Advertising, Marketing, & Public Relations
This paper is part of the MediAsia2018 Conference Proceedings (View)
View / Download the full paper in a new tab/window