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新疆生产建设兵团在新疆社会经济中有重要地位,然而其知名度无法与其重要地位相称,兵团形象传播对新疆稳定和社会发展都有重要意义。新媒体时代的到来,为兵团形象的建构提供了一个可资利用的良好平台。本文试图以兵团在新媒体背景下进行的形象建构作为研究对象,以国家形象和组织形象塑造的相关理论为指导,勾勒出兵团形象存在的困局——总体上陷入一种自说自话难以被外界理解的尴尬局面。这种局面的出现和兵团自身形象塑造理念落后、渠道狭窄、动力不足有关,并据此提出突破困局的建议。
Xinjiang Production and Construction Corps has an important position in Xinjiang’s social economy. However, its popularity can not be commensurate with its important position. The image of Corps is of great significance to the stability and social development in Xinjiang. The advent of the new media era provides a good platform for the establishment of the Corps image. This paper tries to take the image construction of the Corps under the new media as the research object and the related theory of the national image and the organization image as the guideline to outline the dilemma of the corps image - To be understood by the outside world embarrassing situation. The emergence of such a situation is related to the concept of underdevelopment, narrow channels and lack of motivation for the formation of the Corps’ own image, and accordingly proposes a proposal to break the dilemma.