品牌城市,品牌國家-國家與城市品牌的含義就從北京奧運會和上海世博會西方觀眾.pdf

1、U一1ivel名ityCodel()246Stt一delltIDN川刀bell()21()13()113DissertationBrandedCity，BrandedNation:TheimPlieationsofnationandcitybrandingontheWesternaudiencefromtheBeijingolymPicsandShanghaiWorldExPoSehoolDePartmentMajStudentName

2、GuideAdviserDatCSehoolofjournalismGlobalMediaandCommunicationsEmilyGilbertSunShaojing2011一04一28目錄摘要.....................................................……，，.11.工NTRODUCT工ON...............................................…

3、…32.L工TERATUREREV工EW.........................................……42.1TlleoreticalChaPter......................................................................................................……42.1.1Branding.......……，......

4、.....................……，..............................................................……42.1.1.1NationBranding...............................................................................................……82.1.1.2CityB

5、randing..................................................................................................……102.1.2MediaFraming..............................................................................................

6、.....……112.1.3WestemPercePtionsofChina.............................................................................……142.2Beijing20O8............................................................................……，........

7、....................……1523Shanghai2010...........................................................................................................……183.CONCEPTUALFRAMEWORK，RESEARCHQUESTIONSANDOBJECTIVES...……204.RESEARCHDE

8、S工GNANDMETHODOLOGY...........................……214.1朝lylnierviews........................................................................................................……214.2DesigningaSamPle............................

9、.......................................................................……234.3TheToPicGulde...................................................................................……，....……，....……254，4ConductingInterviews.....

10、..........................................................................................……254.5FolfowUpInterviews.................................................................................................……264.6A

11、nalyzingtheResults................................................................................................……265，ANALYS工5AND工NTERPRETAT工ON...............................……275.1TheOlymPiesvs.TheWoridExpo.……，.......

12、.............................................................……275.2TheImportanceofTelevision....................................................................................……315.3TheOlymPicsExpoinChina..............

13、................................................................……335.4CityorNation......................................................................................................……345.5SuccessfulEvents，LessSuccess

14、fo!Branding.......................................................……355.6WesternPercePtions，EasternRealities..................................................................……375.7LimitationsofResearch..................

15、……，...............................................……，.........……3857SuggestionsfFutul一eResearch..........................................................................……396.CONCLUS工ON...……，.............................

16、........……41B工BL10GRAPHY.........……，.................................……43八PpEND_「CES................................................……15A:ConsentF0nll.....……，.............................................……，二，…，..........