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城市形象对外传播的新思路基于外国人对广州城市印象及媒介使用习惯调查杨凯(广东外语外贸大学新闻与传播学院副教授广州510420):作为国家形象的一部分,中国城市形象的对外传播日益受到重视政府在加大人力物力资金和技术投入的同时也积极探索城市形象对外传播的规律,提升城市形象对外传播的效果本文对在穗外国人对广州城市印象及媒介使用习惯调查问卷进行分析,在此基础上总结出城市形象对外传播的规律,提出城市形象对外传播在内容重点的确定传播途径的选择和效果评估体系的建立等方面的新思路:城市形象;对外传播;效果评估体系:G206:A:1001-8263(2010)07-0117-06(),,,,19932003!!,2008∀#!!!2010,,,,∀#200912,300268,:,,,;,;1172009!!(09Y59),200912,,300268:2029(10.82%),20-30130(48.51%),30-4052(19.40%),40-5036(13.43%),5021(7.84%),,,,(1),118,33,16,167,62.31%101,37.69%1,6,,5709%;,5.60%(2)2,5,(3),(56.72%),(17.91%)(12.31%)(7.09%)(5.97%)3(32.09%),(2910%),(18.66%)(11.94%)(8.21%)(4)4,,,()!5:(5),,,,51182010711,,,,,,381174102(6)6,(276),(230),(151)(7)7,,(1)1171118115957761(40)282817158,()17,10,7,0,1,2-3,4-5,(2)2()4-5()2-3()1()0()62613241114132492267251333102491058272180371124715102530188362825431361391923204456112428512192242212263117712961422733182022175ChinaDaily26122636168GlobalTimes49101622921stCentury3352123617,74,124;,51,85;,95,119;,167,180;17,2293,1367,3660:895,387,508,11903660,,,,,895,387,508,,,,,17,,()17,(),!6(8)84(,),(223)(206),(186)(155)(3)!,3113100493363929887,102847264971095552,(),,,,!,,,,,(),,1.,∃20081202010710,,!!!,,,,,(),,2.,,,,(),,,,,3.,,,,Arnold,∀#CNN,,1999-2009∀#∀#∀#,,40%,,,,4.,,,,,,,,,,,(),,1.(),,()121()2.,,,,,():(1),,,:=%+%,(),,,,(),,(2),,,,,,,,,,,,:∃:∀#,∀#,2009,106&:∋TheNewApproachofInternationalCommunicationofCityImage:Ananalysisbasedonthesurveyofforeignpeople(simpressionofGuangzhouandtheirmediausehabitYangKaiAbstract:Aspartoftheimageofanation,cityimageisgettingmoreattention.Thegovernmentisenhancingitseffortstoexploretheregularpatternofinternationalcommunicationofcityimagewhileinvestingmoreinpersonnel,stuff,fundsandtechnologytoimprovetheeffect.Basedontheanalysisofthesurveyofforeignpeople(simpressionofGuangzhouandtheirmediausehabit,thisarticlesumsuptheregularpatternoftheinternationalcommunicationofcityimageandputsforwardthenewapproachinthreeaspectssuchasthepriorityoftask,thechoiceofroutesoftransmissionandtheestablishmentofassessmentsystemofcommunicationeffect.Keywords:cityimage;internationalcommunication;assessmentsystemofeffect12220107