新兴媒介何以影响城市形象建构?——基于短视频平台的逻辑与路径分析  

How Does Emerging Media Influence City Image Construction?

作　　者：刘伟 LIU Wei(School of Marxism,Sun Yat-sen University,Guangzhou 510275,Guangdong,China)

机构地区：[1]中山大学马克思主义学院,广东广州510275

出　　处：《扬州大学学报（人文社会科学版）》2022年第3期116-128,共13页Journal of Yangzhou University(Humanities and Social Sciences Edition)

基　　金：国家社会科学基金一般项目“用主流价值导向驾驭‘算法’全面提高舆论引导能力研究”(21BKS148);上海市哲学社会科学规划青年课题项目“大城市周边‘收缩性中小城镇’的治理研究”(2021JG006-EZZ275)。

摘　　要：城市文化是城市形象建构的重要基础,城市形象传播效应是城市竞争软实力的重要体现。媒体时代城市形象建构与传播经历了场景式个体微观传播、海量式城市形象表达、集合式城市形象塑造三个阶段,通过以信息技术为代表的新兴媒介在推动城市形象由宏观官方建构转向微观个体叙事转变中的因循、路径与效用为分析主线,论证出在公民表达逻辑、城市治理逻辑、技术治理逻辑交织互融的发展模式下,城市文化通过短视频媒介平台的大众化叙事分享、碎片化内容传播与立体化形象塑造功能的加工达成城市形象的集合式表达。由此阐明城市形象传播在为城市“个性资产”的积累、城市竞争力的提升、城市文化新经济业态的形成提供助力的同时,也暴露出同质化形象输出、负面形象管控危机、内容碎片化拼接、城市文化基因侵蚀等可能出现的治理风险。City culture is an important foundation for city image construction,and city image communication effect is an important embodiment of the soft power of city competition.The construction and dissemination of city image in the media era has gone through three stages:scenario-based individual micro communication,massive city image expression,and collective city image shaping.Through the main line of analysis of the cause,path and utility of the emerging media represented by information technology in promoting the transformation of city image from macro official construction to micro individual narrative,it is demonstrated that under the development mode of intertwined logic of citizen expression,city governance logic,and technology governance logic,city culture has accomplished its collective expression through the mass narrative sharing,fragmented content of the short video platform and three dimensional image shaping.It is also illustrated that while urban image communication can contribute to the accumulation of urban “characteristic assets”,the enhancement of urban competitiveness,and the formation of new urban cultural economy,it also leads to the possible governance risks such as homogenized image output,negative image control crisis,fragmented content splicing,and erosion of urban cultural genes.

关 键 词：城市文化 短视频 品牌传播 城市形象 城市资产 

分 类 号：G206.2[文化科学—传播学]