城市品牌传播的地缘性符号设计策略——以北部湾“区域新形象”建构为例  

On Design Strategy for Geo-Symbols in Transmission of Urban Brands

作　　者：胡易容[1] 岑轶 

机构地区：[1]清华大学新闻与传播学院,北京100084 [2]桂林电子科技大学艺术与设计学院,广西桂林541004

出　　处：《广西师范学院学报（哲学社会科学版）》2014年第2期142-146,共5页Journal of Guangxi Teachers Education University：Philosophy and Social Sciences Edition

基　　金：国家社科基金项目<图像符号学:传媒景观世界的图式把握>(13FXW002);2012年度广西高等教育新世纪教学改革工程项目成果(2012JGB142)

摘　　要：本文主要论述了新媒介环境下的地域形象传播的模式转型问题。针对中国城市化发展的二次城市化同步的特殊性,论述了当前城市品牌塑造的重实体、轻符号的问题。针对后进城市的特征及其所面临的新媒介传播环境,本文结合符号学与广西近年的发展现实,提出了当前二次城市化并行背景下重构符号指称、强化符号原创等城市品牌符号化设计传播策略。This essay mainly discusses the model transformation of geo-symbol in transmission of urban brands under new media environment .Due to the specialty of China’s development of urbaniza-tion in the second wave ,it probes into the problems of valuing entity but belittling symbol in the course of molding urban brands .In view of the features of the backward cities as well as the transmis-sion environment of the new media which they have to face ,this paper ,by combining semiotic theo-ries with the development situation of Guangxi in recent years ,proposes some design strategies for the symbolic design of the urban brands by remolding the symbol reference and reinforcing symbol o-riginality under the background of the recent urbanization of the second wave .

关 键 词：城市文本 广西新形象 符号学 品牌传播 

分 类 号：G206.4[文化科学—传播学]