| 从媒介素养到品牌素养——新语境下品牌升值的必由路径 |
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| 引用本文： | 高萍.从媒介素养到品牌素养——新语境下品牌升值的必由路径[J].北京印刷学院学报,2012,20(5):27-30. |
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| 作者姓名： | 高萍 |
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| 作者单位： | 北京印刷学院新闻出版学院,北京,102600 |
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| 摘 要： | 媒介素养是指人们体验媒体、解构媒介、分析媒介讯息和创制传媒产品的技能和素养,包括人们接触媒介、获取信息,解读和接受讯息并利用媒介工具传播信息的知识能力和文化素养。品牌的正能量传播需要媒介素养,品牌素养的核心是善用媒介权益。
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| 关 键 词： | 媒介素养 语境 品牌 品牌素养 |
A Necessary Approach of Brand Upvaluation in New Context |
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| GAO Ping.A Necessary Approach of Brand Upvaluation in New Context[J].Journal of Beijing Institute of Graphic Communication,2012,20(5):27-30. |
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| Authors: | GAO Ping |
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| Affiliation: | GAO Ping (Beijing Institute of Graphic Communication, Beijing 102600, China) |
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| Abstract: | Media literacy is a repertoire of competences that enable people to analyze, evaluate and create messages in a wide variety of media modes, genres and forms. It includes knowledge and abilities that people gain in the process of being exposed to media, receiving and recording messages in the process of expressing messages through media. Media literacy is needed in the spread process of brand positive energy. The main core of brand literacy is to make good use of media rights and interests. |
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| Keywords: | media literacy new context brand brand literacy |
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