The Research Of Minority Image In Xiangxi Autonomous Prefecture

Xiangxi autonomous prefecture is the ethnic minority's habitation of Tujia and Miao nationality. Minority culture has a long history. The Minority image communication is typical. The audiences know the ethnic image through the media, which is the media image of Pseudo Environment, and it has a wide difference with the real ethnic image of Xiangxi autonomous prefecture. How to spread the real ethnic image becomes an important subject.The studyused interviewing method and questionnaire method to discuss the present situation and problems of minority image of Xiangxi autonomous prefecture. The main subjects of minority image communication in Xiangxi autonomous prefecture have these problems:subject structure is single; lack of effective government activity, lack of spread awareness of the masses. The content of the image communication also have problems: image positioning is not clear and lack of consistency, stereotyped image and so on. The problems of communication channels are: narrow coverage, lack of using new media. At the same time, the minority image communication of Xiangxi autonomous prefecture did not pay attention to audience segment market, ignoring the audience feedback regulation, and lack of communication effect. The main reasons of these problems are:Propagation idea obsolete, lack of organization, the lack of national spirit and modern elements, theserious Han-ificatio of minority, lack of funding, only belongs to the tourism industry and so on. In order to more effectively spread Xiangxi minority image, it is necessary to take actions in communication subject: setting up perfect organization in terms of transmission platform, cultivate the responsibility of minority enterprises, strengthen the spread awareness of minority people, pay more attention to reaction of minority celebrities and strengthen regional cooperation. These actions are also needed to taken in communication content: set up the visual identification system, precise refining the minority image and excavate the national spirit and add modern elements in it at the same time. The actions of improving communication channels are: use new media and integrated the traditionalcommunication channels to form a three-dimensional dissemination system. At the same time, it is important to implement an appropriate audience strategy to achieve that different people with differentchannels. Pay more attention to the feedback and Communication supervision and strengthen the positive word-of-mouth.