上海世博会对游客的国家形象认知效果研究——基于议程设置视角  

Research on the Communication Effect of Mega-events on National Image Cognition:Based on Agenda-setting Theory

作　　者：罗秋菊[1] 童娟娟 

机构地区：[1]中山大学旅游学院,广东广州510275 [2]浙江金融职业学院,浙江杭州310018

出　　处：《旅游学刊》2014年第6期46-56,共11页Tourism Tribune

基　　金：国家自然科学基金(40971071)资助~~

摘　　要：现有传播研究缺少对大型事件本身作为媒介的关注。该研究聚焦于作为新型媒介的大型事件,在议程设置理论指导下,以国家形象为切入点,通过对2010年上海世博会法国馆、日本馆游客展开认知形象研究,试图探讨事件作为新媒介的传播效果。针对156名游客进行的事前、事中现场调研,文章主要研究结论如下:第一,世博会作为事件媒介载体在国家形象构建和传播过程中具有明显的议程设置特点。"议题"主要通过位置强调、面积和数量、规模(频次)重视、加框以及媒介语言的使用等途径进行凸显。第二,事前-事中对比显示游客的国家形象认知变化是强化、弱化和建构并行;变化的发生与事件媒介议程设置有关。变化主要表现为:目标型游客事前认知中的部分积极成分被强化,部分消极成分被弱化;事前认知模糊或者缺乏认知的大众型游客在事中会迅速建构某些方面的形象认知。第三,认知变化与事件媒介议程设置有关,体验型媒介语言和实用性信息易获得高关注,事件加框效果不及常识加框。The influence of the image projected by mega-events has been an ongoing source of debate in tourism research. In its role as a ＂media event＂, the mega-event has been examined in detail in the field of communication research. From the perspective of communication, this study chose the French and Japanese Pavilions during Expo 2010 Shanghai China as research subjects, focusing on studying tourists＇ cognitive image of France＇ s and Japan＇ s national images. Using agenda- setting theory, this study discusses the national image cognation of two tourist types （the goal-oriented visitors and the mass visitors） at three specific periods： pre-event （before entering the pavilion）; during-event （visiting the pavilion）; and post-event （from exiting the pavilion until the end of the expo）. Methods used in this research included interview and participant observation. Moreover, content analysis was applied in analyzing the content and effect of the media. The research questions addressed by this study are： Does the agenda-setting of a media event exert an influence on a tourist＇ s national image cognition？ How does it work？ Does it become part of the factors that affect the mega-event＇ s image？ Are there differences between goal-oriented visitors and mass visitors？ In detail, those questions could be further explored： 1） As the main communication body, what themes did the pavilion display during the expo and what was the media communication approach？ 2） Why did both tourist types choose each of the two pavilions and to what extent did the media influence their choices？ 3） Did the pre- and during-event national image cognition change for both tourist types, and if so how did it change？ 4） How did the tourists＇ during-event image cognition influence their post-event behavior？ How did the influence exist and how long did the influence last？ To address these questions, the author visited the Shanghai Expo on three occasions in 2010. In total, 156 tourists were survey

关 键 词：上海世博会 事件媒介 游客 国家形象认知 议程设置 

分 类 号：F592[经济管理—旅游管理]