关键词: 媒介建构, 差异认知, 老字号, 品牌传播, 媒介类型

Abstract: As important representatives of China's outstanding traditional culture, Chinese time-honored brands carry profound historical heritage and unique regional cultural value. Based on the theory of mediatization, this study adopts the research perspective of deep mediatization and employs empirical investigation to examine how different types of media exposure influence the perceptions of various demographic groups towards Yunnan's time-honored brands and their communication effectiveness. It aims to explore the media reception mechanisms behind the brand communication of these legacy-rich enterprises. The research finds that media communication broadly constructs the basic public perception of time-honored brands, but this process is significantly influenced by factors such as age and geographical location. Different communication actors, media channels and narrative methods collectively shape the final communication outcomes. In response to the rapidly changing social environment and continuously evolving media technologies, and to effectively enhance audience identification with local Time-Honored Brands and their communicated content, this study proposes focusing on precise narrative strategies tailored to different mediatization layers, implementing mediatization design for physical spaces like stores, and promoting the creative transformation and innovative development of brand history and culture within the contemporary media ecosystem.

Key words: media construction, differential cognition, time-honored brand, brand communication, media type