Marathon As A Medium

Marathon has developed rapidly in China in recent years,and its influence on the city image has been further expanded.It has become an important window to show the city image and a powerful channel to build the city image.Major cities compete to hold marathons because of their unique media attributes and mass nature as a large-scale sports event,which is of great significance to the dissemination of urban image.But at present,the homogenization trend of marathon events in China is obvious.Many cities hold marathons blindly regardless of their own conditions,and they fail to show city image,improve city visibility and promote economic development through marathons.Taking the Zhengzhou International Marathon as a case,this thesis attempts to discuss and analyze the strategy of building the city image of the city marathon through interviews with the event staff,participants and onlookers as well as questionnaire.The thesis using space narrative,rituals communication,emotional communication theories,constructing a concrete analysis of Zhengzhou international marathon is how as a media event,space vector,ceremony field building Zhengzhou city image and the analysis summarized the effect and the insufficiency.Study found that Zhengzhou international marathon according to Zhengzhou city positioning,through narrative polyphony space,create surname culture field,to launch "sport + tourism" mode,medium emotional steering,meaning to create the city space,makes the marathon combined with a special urban culture,built a culture,has the vigor,has "national center city" image of the temperature.Later,the image of Zhengzhou was further promoted through the media,which improved the communication process of the ceremony and improved the city’s popularity and recognition.Finally,according to the experience of constructing Zhengzhou’s image in Zhengzhou International Marathon,four regular understandings are obtained,that is,planning the image building strategy based on city positioning;Build brand characteristics with city culture;To show the image of citizens through emotional communication;To expand economic growth points by integrating industries.It is hoped to provide reference for other cities to construct city image through the media of marathon.