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当下,全球化的迅速推进使每个国家、城市、地区都必须加入到竞争的大环境,分享这个世界的共同资源,以及公众的注意力。数字化,新媒体深刻改变以传统大众媒体为主的信息传播环境和全球化、城市化进程中带来的各种城市竞争态势。为此,笔者提出,在新型传播生态环境下,大连城市形象传播需充分发挥新媒体的优势,通过整合传播活动和全媒体战略的提升路径,以达到城市形象更充分完美的传播实效。适应新媒体环境下信息海量、传播快速、渠道繁杂局面,新媒体平台在内容选取和内容设定上应极具包容性。
At present, the rapid advancing globalization has enabled every country, city and region to join the competitive environment and share the common resources of the world and the public’s attention. Digitization and new media have profoundly changed the information dissemination environment dominated by the traditional mass media and various urban competition brought about by the process of globalization and urbanization. To this end, the author proposes that in the new communication environment, the city image of Dalian should give full play to the advantages of new media and achieve a more perfect and perfect transmission effect of the city image by integrating the promotion activities of communication activities and all media strategies. Adapt to the new media environment under the massive information, rapid dissemination, channel complex situation, the new media platform in content selection and content settings should be very inclusive.