基于文本挖掘的全球性媒介事件传播效能分析——以南京历史文化名城博览会为例  

The Analysis of Global Media Event Transmission Efficiency on the Basis of Text Mining:A Case of World Historical and Cultural Cities Expo

作　　者：李惠芬[1] 王长松[2] LI Hui-fen;WANG Chang-song(School of Public Administration,Hohai University,Nanjing,Jiangsu 210098;College of Urban and Environmental Sciences,Peking University,Beijing 100871)

机构地区：[1]河海大学公共管理学院,江苏南京210098 [2]北京大学城市与环境学院,北京100871

出　　处：《艺术百家》2019年第3期62-66,114,共6页Hundred Schools In Arts

基　　金：2018年度南京社科基金重大项目“改革开放四十年中国特色社会主义在南京的成功实践和经验启示研究”(项目编号:18CA01)阶段性成果之一

摘　　要：文本数据发掘是发现媒介事件传播规律、症结,提升传播“有效度”的重要途径。文章运用ROST Content Mining工具对2018年南京世界历史文化名城博览会进行了分析,发现名城会传播呈现了公众对事件关注点多样化、社会感知集中化、情感反应积极化的特点。但研究也发现,在“互联网+”时代,名城会在传播效能上存在传播渠道狭窄、品牌效应薄弱、文化记忆失焦等问题。文章认为,提升名城会这一全球性媒介事件的传播效能,提高城市软实力,应在顶层设计、传播渠道、品牌效应、互动机制等方面加强建设。By using ROST Content Mining,the article comes to analyze the 2018 World Historical&Cultural Cities Expo,and it is learned that the expo features the diversified public attention on different events,the centralized social perceptions,and the active emotional reactions.The study,however,also reveals that the expo,when held in the Internet+era,has the problems of narrow propagation channel,weak brand effect,and unfocused cultural memory,among others.Therefore,the article holds that a series of improvements should be made in top-level design,propagation channel,brand effect,and interactive mechanism,so as to improve the transmission efficiency of the expo as a global media event,and enhance the urban soft power.

关 键 词：文本挖掘 全球性媒介事件 传播效能 城市软实力 

分 类 号：J02[艺术—艺术理论]