Research On Image Communication Of Chinese Red Ancient Town Under The New Media Environment

In recent years,as red tourism gaining increasing popularity,the development of ancient towns have also become a research hotpot of domestic scholars.The general population has grown familiar with a variety of red ancient towns,and as the name indicates,they possess a combination of red culture and ancient culture.The unique image communication of red ancient towns should both have commons with and differ from ancient towns or red culture,as they possess the spirits of the red culture and the traditions of ancient towns.At the same time,under the environment of new media,the image communication of red ancient towns is faced with new challenges and problems: how can new media be utilized to improve the image communication of these towns.Based on the general background of new media development,this research takes Huangqiao,which is a famous red ancient town in the northern part of Jiangsu Province,as a sample to explore its image communication under the new media environment.The cultural formulation and current utilization of new media platforms of Huangqiao are analyzed in depth,and preliminary survey is conducted regarding the image building and communication.This research points out some of the weaknesses that currently exist,and discusses the strategies red ancient towns use in their image communication in the new media environment?In order to make the research more persuasive,this paper bases on content analysis,questionnaire survey and interview,makes a detailed exploration and analysis of the current communication image of Huangqiao town.This paper will be discussed from the following five parts:The first chapter is the introduction.This chapter first discusses the background and significance of this research,and then briefly introduces the research status of this topic at home and abroad,laying a theoretical foundation for the following research and analysis.The second chapter is the connecting part.It mainly explores the new characteristics of the image communication of red ancient town under the new media environment.Based on the "5W" mode of Lasswell,the chapter analyzes every link of the image communication of the ancient red town.The third and fourth chapters are the main body of this paper.The third chapter is the analysis of the existing new media communication platform of Huangqiao town.It firstly makes a brief analysis of the cultural composition of Huangqiao,then makes a detaileddiscussion and analysis of the content of each new media communication platform,and reveals the current utilization and communication effect of each platform.The fourth chapter mainly aims to evaluate the existing image communication effect of Huangqiao town,preliminarily explores the construction of its collective memory and the building of regional culture through the interview method,and points out the deficiency of Huangqiao in the existing image communication.The fifth part is the image communication strategies of red ancient town under the new media environment.Based on the deficiencies of image communication of red ancient town obtained from the analysis above,this chapter puts forward some solutions to the problems,which with practical reference significance.The author hopes that through the study of the image communication of the red ancient town,we can strengthen the understanding of red ancient culture form and explore the new thinking of red town image transmission in our country.In addition,our red ancient towns can have a more clear understanding on their own advantages and disadvantages in their image communication,and seek an evolving communication strategy through the sensation and process of image communication at the same time.