数字化时代品牌形象的媒介交往与传播型构  

Media Interaction and Communication Figurations of Brand Images in the Digital Era

作　　者：杨朝辉[1] 吴秀珍 方敏[1] YANG Zhaohui;WU Xiuzhen;FANG Min(School of Arts,Soochow University,Suzhou 215123,China)

机构地区：[1]苏州大学艺术学院,江苏苏州215123

出　　处：《湖南大学学报(社会科学版)》2025年第2期146-152,共7页Journal of Hunan University(Social Sciences)

基　　金：国家社会科学基金重大项目:中国品牌形象设计与国际化发展研究(21ZD27)。

摘　　要：技术媒介在品牌形象传播实践中兼具认识论和方法论意义,是探讨数字化时代品牌形象传播新特征的重要切入点。数字化技术媒介作为基础资源,连接了网络中品牌与消费者的虚拟交往。作为行动者之一,数字化媒介参与并形塑了品牌社会交往行为的互动方式及结果。在数字化媒介语境下,品牌传播嵌入了数字化的技术逻辑,品牌将阐释权利让渡给消费者。由此,品牌消费者的主体意识凸显,从“受者”切换成“传者”身份,融入品牌形象的塑造与传播中。因而,讨论数字化时代品牌形象的媒介交往与传播型构的“核心关切点”是确立数字化媒介为形塑品牌与消费者交往实践的行动者,以及品牌与消费者在数字化媒介环境中的交往实践方式。Technological media have both epistemological and methodological significance in the practice of brand image communication,and are an important entry point for exploring the new features of brand image communication in the digital era.As a basic resource,digital technology media connects the virtual interaction between brands and consumers in the network.As one of the actors,digital media participates in and shapes the interaction mode and results of the brand’s social communication behaviours.In the context of digital media,brand communication is embedded in the logic of digital technology,and brands cede the right of interpretation to consumers,thus,the subjective consciousness of brand consumers is highlighted.They switch from the identity of“receiver”to“transmitter”and are integrated into the shaping and dissemination of brand images and communication of brand images.Therefore,the“core concern”of discussing the media interaction and communication structure of brand image in the digital era is to establish that the digital media is an actor in shaping the interaction practice between brands and consumers,and the way of interaction practice between brands and consumers in the digital media environment.

关 键 词：数字化 品牌形象 媒介交往 传播型构 

分 类 号：G206.2[文化科学—传播学]