| dc.description.abstract | Existing academic research on the changes of the tea industry is mostly oriented towards the real industry, focusing on the market analysis of the industry, product sales, the research methods are mainly official agency statistics and field interviews, and lack of attention to the interpretation of industrial image level. How to change the appearance to suit the public′s preferences has become an indispensable research path to explore local industrial image.
This study takes the image of Longtan tea industry as the research object, Longtan area as the key development area of Hakka culture, tea industry is also one of the well-known local industries. The development of the long-standing Longtan tea industry image through the construction and interpretation of the media, gradually from the traditional, hard image into romantic, beautiful image, and image will appear with social changes, in addition to the natural environment and historical human conditions behind the transformation, but also contains the political economy, human factors under the interaction of the results.
Understanding the real industry provides this study to clarify the process of image transformation of Longtan tea industry, but also become the evidence of subsequent image promotion, the author takes three materials as material to understand the image characteristics of Longtan tea industry, the first is a cross-time newspaper text, explaining the significance of the media to Longtan tea industry in different time and space background, The second text is the interview materials of local operators, in order to fully understand the different operators in the mind of the Longtan tea industry, explain the tea industry in each period of the media in what kind of appearance and way, and finally through the third text - advertising, expounded the Longtan tea industry in various periods of the image of social implications.
The study found that the image of Longtan tea industry through the cultural circuit of characterization, identification, production, consumption, norms of the five cycles repeated, in the media under the role of these cultural intermediaries, Longtan tea industry image in 1981-20 After 3 twists and turns over the past 20 years, tea gardens, once regarded as traditional and labour-intensive tea industries and production sites, have been reconstructed to create a romantic and beautiful atmosphere, and the quality image has gradually changed from the relatively low-cost commercial teas of the past to refined teas.
Especially in 2012 unified enterprise brand tea king advertising after the most significant transformation, tea garden has gradually become a tourist gaze of the new corner, Longtan tea industry image from the early local operators themselves, gradually transferred to government agencies and cultural intermediaries influence, the transformation is still by the media and consumers to operate Longtan tea industry image power. | en_US |