公众视角的湾区形象感知特征与传播策略:以粤港澳大湾区为例  

Image Characteristics and Communication Strategies of Bay Areas from Public Perspectives:Take Guangdong-Hong Kong-Macao Greater Bay Area as an Example

作　　者：刘超[1,2] 李金萍 熊开容[3] 刘姿琳 LIU Chao;LI Jinping;XIONG Kairong;LIU Zilin

机构地区：[1]广东外语外贸大学新闻与传播学院 [2]广东外语外贸大学广州城市舆情治理与国际形象传播研究中心 [3]广东工业大学环境科学与工程学院 [4]天津外国语大学国际传媒学院

出　　处：《城市观察》2021年第4期7-17,共11页Urban Insight

基　　金：教育部人文社科研究项目“湾区形象刻板印象的形成机制与干预策略研究:以粤港澳大湾区为例”(19YJA860010);广东省哲学社会科学规划一般项目“关系主义视角的粤港澳大湾区城市形象建构与传播策略研究”(GD19CXW02)成果。

摘　　要：湾区形象既是湾区竞争力和软实力的体现,也是促进湾区发展重要的助推力。应用原创开发的湾区形象评估模型,从经济引擎、政府治理、协同发展三个维度对粤港澳大湾区的公众感知形象特征进行内涵解析,对性别、教育程度与居住地等基于人口统计学变量的湾区形象进行群际差异分析。通过建立粤港澳大湾区形象评价与监测的长效机制,针对不同群体制定适宜的湾区形象塑造与传播策略,深化湾区协同发展形象的内涵与体制机制创新,挖掘和利用好湾区形象塑造与传播的文化纽带,重塑公众的粤港澳大湾区身份认同与区域标签,能够更好地适应和服务于粤港澳大湾区建设各方面工作的需要。本研究的贡献在于应用原创量表,对公众视角的粤港澳大湾区形象进行了具象解读,为湾区形象塑造与传播提出了针对性的策略建议。The image of the bay area is not only the embodiment of the competitiveness and soft power of the region,but also an important driving force to promote regional development.Using an original evaluation model for bay area images,this paper analyzes the image characteristics perceived by the public of the Guangdong-Hong Kong-Macao Greater Bay Area from three dimensions,i.e.,economic engine,administrative governance and collaborative development,and analyzes the group differences among different Bay Area images based on demographic variables such as gender,education level and residence.Through the establishment of a long-term mechanism of image evaluation and monitoring,and the formulation of appropriate image building and communication strategies for different groups,deepening the connotation and institutional mechanism innovation of collaborative development,making good use of the cultural ties of image building and communication within the Greater Bay Area,reshaping the identity and regional labels by the public,we can better adapt to it and serve the needs from all aspects of the construction of the Greater Bay Area.The contribution of this study is to interpret the image of Greater Bay Area from public perspectives by using an original scale,and to put forward targeted strategic suggestions for the image building and communication of the bay area.

关 键 词：湾区形象 粤港澳大湾区 经济引擎 政府治理 协同发展 

分 类 号：G206[文化科学—传播学]