CAJ | 학술논문

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”主通过位置强调、面积和数量、规模濒次）重视、加框以及媒介语言的使用等途径进行凸显。第二，事前一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。
현유전파연구결소대대형사건본신작위매개적관주。해연구취초우작위신형매개적대형사건，재의정설치이론지도하，이국가형상위절입점，통과대2010년상해세박회법국관、일본관유객전개인지형상연구，시도탐토사건작위신매개적전파효과。침대156명유객진행적사전、사중현장조연，문장주연구결론여하：제일，세박회작위사건매개재체재국가형상구건화전파과정중구유명현적의정설치특점。“의제”주통과위치강조、면적화수량、규모빈차）중시、가광이급매개어언적사용등도경진행철현。제이，사전일사중대비현시유객적국가형상인지변화시강화、약화화건구병행；변화적발생여사건매개의정설치유관。변화주표현위：목표형유객사전인지중적부분적겁성분피강화，부분소겁성분피약화；사전인지모호혹자결핍인지적대음형유객재사중회신속건구모사방면적형상인지。제삼，인지변화여사건매개의정설치유관，체험형매개어언화실용성신식역획득고관주，사건가광효과불급상식가광。
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 surveyed before and during the expo and 37 tourists were tracked after the expo. The main findings of the study include： 1） The pavilion, as a new media display form, had features of agenda-setting in national image-construction and image-communication, particularly in the theme and methods of display. 2） During the process of decision making, the mass media interacted with the media event agenda-setting to have a joint impact on tourist choices. Moreover, media event features also influenced tourist choices; hence, those features highlighted in the agenda setting were recognized by the visitors when deciding which pavilion to next visit. 3） The study indicated that tourists＇ cognitive image of the specific country＇ s national image before and during the visit went through three changes, image-intensification, image-weakening and image-construction, which occurred in parallel. These changes were related to pavilion＇ s agenda-setting, the higher identified setting was more likely to lead to image-intensification and image-construction, while the lower settings were related to image- weakening. 4） The during-image formed by agenda-setting has a different impact on tourists. A high- recognized image formed during the event becomes a new existing stereotype in a tourist＇ s mind that can influence their future memory and behavior： such influences last even after the event. A low- recognized image formed during the event weakens when the expo ended and the pre-expo image returned.