媒介形象是一种无形资产,它的建构是媒介组织的一系列行为和媒介具象形象整合的结果。媒介形象需要不断建构和强化,媒介仪式作为一种媒介产品与媒介形象建构联系紧密,本文从二者的内涵出发挖掘它们内在的天然的联系。 The media image is an intangible asset. Its construction is the result of a series of behaviors of the media organization and the integration of the concrete image of the media. The media image needs to be constantly constructed and strengthened. As a media product, media rituals are closely linked with the media image construction. This paper starts from the connotation of the two and excavates their intrinsic relations with each other.