| Contemporary international society is an era in which image wins,and a competitive projected destination-country image(DCI)is of great significance for improving its international reputation and influence.However,China’s huge size makes it difficult to shape and promote its projected DCI.In addition,there is relatively little research on the projected destination image at present,and the research focusing on the projected destination image at the country level is even weaker.Therefore,how to shape and promote an internationally competitive projected DCI has become an important proposition of concern for the government,industry and academia.Documentary,as a visual carrier of communication ideas,has natural advantages and real appeal in the shaping and global promotion of projected DCI.Therefore,the documentary is also known as the image ambassador,which provides excellent materials for the study of projected DCI.In view of this,on the theoretical level,this thesis closely follows the basic theoretical problem of the generation mechanism of projected DCI,and constructs the theoretical framework of the generation mechanism of projected DCI on the basis of clearly defining the core concept of projected DCI;On the practical level,this thesis takes “the China’s projected DCI shaped by China-themed documentaries and American China-related documentaries” as the research object,and takes “what are the similarities and differences between the self-shaping and otherness-shaping of China’s projected DCI by China-themed documentaries and American China-related documentaries?” as the core research issue.With the help of qualitative analysis software NVivo,this thesis investigates the China’s projected DCI shaped by China-themed documentaries and American China-related documentaries since the 1990s and their historical changes,and compares them from the perspective of horizontal reality.Based on this,it investigates the problems in the process of shaping China’s projected DCI,and deeply analyzes the reasons behind the problems.Finally,in view of the problems found and their causes,this thesis puts forward that the marketing communication ability of China-themed documentaries on China’s projected DCI can be improved from strengthening the communication subject,enriching information symbols,broadening communication channels and improving communication skills in the future,so as to further enhance the competitiveness and influence of China’s projected DCI in the international tourism market.This thesis aims to answer the following three main research questions:The first is the question of “how”,that is,how is the projected DCI generated? The third chapter of this thesis focuses on answering this question.(1)The theoretical framework of the generation mechanism of projected DCI is constructed,and the composition of various factors in the generation process,as well as the process and mode of interaction between factors are investigated;(2)Based on grounded theory,a decoding system of projected DCI with dual structure is constructed to scientifically and reasonably interpret the projected DCI from information symbols;(3)Combing the self-shaping path and otherness-shaping path of projected DCI generation,the generation process can be understood as a coding-decoding process;(4)Summarizing the laws followed by the generation of projected DCI,namely,the law of double restriction,the law of cultural choice and the law of information conversion,which are not independent,but complementary and interdependent.The second is the question of “what”,that is,what kind of China’s projected DCI has been shaped by China-themed documentaries and American China-related documentaries?The fourth and fifth chapters of this thesis focus on answering the above two questions respectively.Taking history as a mirror,we can know the rise and fall.From the perspective of vertical historical view,this thesis makes an empirical study on 431 China-themed documentaries and 50 China-related documentaries by the Discovery Channel since 1990s,and combs out two dynamic pictures of China’s DCI self-shaping and otherness-shaping.(1)It is found that in the process of shaping the China’s projected DCI,China-themed documentaries show the evolution trend of “ancient,mysterious,colorful—heavy,bright,green—changeable,magnificent,convenient”.On the whole,it has shaped a China’s projected DCI with thick and unique humanistic tourism resources,rich natural tourism resources,well-protected ecological environment,diverse,convenient and efficient travel,and a wide variety of foods with regional characteristics.(2)While American China-related documentaries have gone through three different stages: “negative reporting—seemingly‘objective’ desire to criticism after compliment—more objective two-sided reporting”.On the whole,it has shaped a China’s projected DCI with beautiful scenery but many natural disasters,rich and diverse species but fragile ecology,perfect tourism service facilities but many hidden dangers,humanistic tourism resources with regional characteristics,diverse food and entertainment projects.,full of contradictions and contrasts.The third question is “why”,that is,why are the China’s projected destination-country images shaped by these two types of documentaries different? The sixth chapter of this thesis focuses on answering this question.Taking people as a mirror,we can understand the gains and losses.This thesis compares self-shaping with otherness-shaping from the perspective of horizontal reality.(1)It is found that the images of physical environment,recreation & attraction services,food services,cultural environment and natural resources are consistent,but there are great differences in transportation services,economic environment,social environment and political environment.(2)The existing problems mainly include single narrative,unbalanced reporting attributes,insufficient grasp of international audience’s information acceptance habits,stereotypes and distorted reporting.(3)The reason is closely related to the changes of the times and the different historical and practical foundations of China and the United States,such as cultural origin,institutional background and national interests.This thesis has the following contributions:(1)The theoretical framework of the generation mechanism of projected DCI is constructed,which further expands the breadth and depth of the theoretical research on projected DCI;(2)A decoding system of projected DCI is constructed to scientifically and reasonably interpret the projected DCI from information symbols;(3)From the dual perspectives of vertical view and horizontal view,this thesis makes a three-dimensional exploration of the projected destination image at the country level,which breaks through the time and space limitations of single-point research and small-incision analysis in the previous projected destination image. |
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