| The development of information technology has broken the limitation of time and space on information dissemination,resulting in new interactive mode,information coding mode,social discourse system and media ecological environment,So that the concept of science and technology,communication strategy and the new concept of urban image integration together to create a new way of urban image transmission,derived from the new pattern of urban image transmission,which requires us to study the spread of urban image from the perspective of communication.Wuxi is an important member of the Yangtze River Delta urban agglomeration,but also a typical representative of Jiangnan city,The study of Wuxi city image transmission strategy in the new media environment has an important role in improving the comprehensive competitiveness of Wuxi cities and improving the status of Wuxi in the Yangtze River Delta urban agglomeration.The paper mainly uses the theory of urban image communication,the theory of "gatekeeper" and the theory of "noise" to analyze the current situation of Wuxi city image transmission,Including the new media infrastructure in Wuxi,the new media enterprises,the new media terminal platform,the media quality of Wuxi audience,Wuxi new media policy environment and other media elements of the ecological environment;Wuxi microblogging media market,micro-media market and portal media market situation.Through the example study,it is concluded that the image of Wuxi is facing the new media development and put forward higher requirements for the image transmission of the city.Image resources need to take advantage of new media to integrate;The objective problem of increasing the spread of new media in Wuxi surrounding cities.As well as Wuxi city new media image dissemination of the topic of weak,low exposure;"check" missing and weak ability to guide the subjective public opinion.The paper puts forward the feasible scheme for the subjective and objective problems,so that the image of "Taihu Pearl and Charm Wuxi" will be transmitted from the aspects of content communication,public opinion management,topic marketing and audience segmentation.Encourage the production of Wuxi city image UGC content,increase the theme of publicity to govern public opinion "barrier lake" to improve the new media platform for the city topic marketing ability,do the audience segmentation to implement the Focus spread.This paper analyzes the spread of Wuxi city image from the perspective of new media,and deeply explores the application of new media in Wuxi city image shaping and communication,and opens up a new path for Wuxi city image transmission.In order to improve the breadth and depth of Wuxi city image transmission,and then improve its visibility and reputation,to promote the comprehensive development of Wuxi has profound significance. |
