大众传播视域下的“恒大现象”解读

基于“媒介化社会”现实,从大众传播视角对“恒大现象”的产生进行解读.认为：“恒大现象”的产生与其运作者深刻把握现代大众传播的规律,巧妙运用大众传媒的议程设置功能,合理构建与媒体的良好关系等联系密切;大众传播成为“恒大现象”产生的助推器,其中电视是助推“恒大现象”产生的主流传播媒体,报刊是深度挖掘“恒大议题”的重要载体,网络是加速“恒大品牌”升华的互动平台,移动媒体促成了新技术条件下“恒大信息”的个性化传播.

Interpretation of "Hengda Phenomenon" Based on the Perspective of Mass Communication

Based on the reality of ＂media society＂, the article interprets Hengda Phenomenon from the perspective of mass communication. Findings show that Hengda Phenomenon is due to the managers＇ profound grasp of the law of modern mass communication, clever use of the mass media＇s agenda-setting function and reasonable establishment of the ideal relations with the media. Mass communication has become a booster of Hengda Phenomenon. TV is the mainstream media for Hengda Phenomenon. Newspapers are the important carriers in digging up Hengda Issues. Network is an interactive platform in quickly promoting Hengda Brand. While mobile media contributes to the personalized communication of Hengda Information under the new technological conditions.