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媒介拟态环境对区域形象进行建构,对地区的发展有重要影响。采用内容分析法研究近几年西方媒体涉华报道中的区域形象,可以发现河南省的区域形象具有复杂性、多元性且不均衡等特征;消息报道居多,深度报道较少且大多数为负面。西方媒体处于主导地位,而河南经常处于失声状态。作为所在区域形象传播的管理者主体,建构良好的区域形象,地方政府应把国际舆论环境纳入区域治理的视野,并进一步加强所管辖区域范围的城市建设和创新社会治理方式;要善用新媒体来积极设置议题,增强公共外交的社群传播效果;在政府引导下积极促成官方与民间立体化的传播机制来建构和塑造区域形象。
The media mimicry environment constructs the regional image, which has an important influence on the development of the region. Using the content analysis method to study the regional image of the Western media coverage in China in recent years, it can be found that the regional image of Henan province is characterized by complexity, diversity and imbalance. The majority of news reports, the few in-depth reports and the most negative reports . Western media is in a dominant position, while Henan is often in a state of silence. As the main body of the manager of regional image communication, building a good regional image, local government should include the international public opinion environment into the field of regional governance and further strengthen urban construction and innovation of social governance in the area under its jurisdiction; make good use of new media Actively set topics and enhance the effectiveness of community communication in public diplomacy; and actively promote a three-dimensional communication mechanism between the government and the public to construct and shape the regional image under the guidance of the government.