Analysis on the 5W Model of MUZEN RADIO Brand Communication in the New Media Environment

DOI

10.2991/aebmr.k.210909.049How to use a DOI?

Keywords

New media, 5W model, MUZEN RADIO

Abstract

At present, as one of the retro audio brands, MUZEN RADIO is very popular among young people. This article draws on Laswell’s 5W model, from the aspects of communicator (who), communication content (what), communication channel (in which channel), audience (whom) and communication effect (with what effect), etc., to carry out in-depth analysis of the brand communication model of MUZEN RADIO, trying to show the detailed picture of the brand communication of MUZEN RADIO in the new media environment. And on this basis, this article puts forward corresponding suggestions on the deficiencies in the brand communication of MUZEN RADIO, in order to provide reference and reference for the development of Chinese audio brand communication.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Lu Wang
AU  - Qiuyan Yun
PY  - 2021
DA  - 2021/09/11
TI  - Analysis on the 5W Model of MUZEN RADIO Brand Communication in the New Media Environment
BT  - Proceedings of the 2nd International Conference on Management, Economy and Law (ICMEL 2021)
PB  - Atlantis Press
SP  - 333
EP  - 339
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210909.049
DO  - 10.2991/aebmr.k.210909.049
ID  - Wang2021
ER  -