区域红色文化的形象认同、投射偏差及修正路径研究——以上海为案例地  

Study on Image Identification,Projection Deviation and Correction Path of Regional Red Culture

作　　者：于秋阳 王倩 Yu Qiuyang;Wang Qian(Institute of Applied Economics,Shanghai Academy of Social Sciences,Shanghai 200020,China;Graduate School,Shanghai Academy of Social Science,Shanghai 200235,China)

机构地区：[1]上海社会科学院应用经济研究所,上海200020 [2]上海社会科学院研究生院,上海200235

出　　处：《上海经济》2023年第3期34-49,共16页Shanghai Economy

基　　金：“2023院重大课题系列课题研究成果”(项目编号:2023ZD011);上海市政府决策咨询研究重点课题“上海红色化资源整合与创新研究”(项目编号:2021-A-048)共同资助。

摘　　要：近年来,各地采用多种方式着力打造区域红色文化形象,积极推动红色文化的创造性转化与创新性发展。为探究区域红色文化形象的创建成效,本文以上海为案例地,运用Python在不同平台进行文本抓取,利用ROST Content Mining和SPSS软件从投射与感知两个方面进行文本内容比较分析,以此探讨区域红色文化形象的投射偏差及优化路径。分析可知,区域红色文化形象的“投射—感知”之间既存在认同的一致,又存在错位的偏差:区域红色文化的投射形象与感知形象的“认同”主要体现在四个方面:以伟大建党精神为引领、物质符号类载体最受关注、红色文化发挥资政育人功能、整体文化满意度较高;“偏差”主要体现在内容层次偏差、功能定位偏差、内容范围偏差三个方面。结合红色文化形象构成要素以及感知高频词的“长尾”内容,区域红色文化形象在投射过程中要以品牌要素修正内容范围偏差,以产品要素修正内容层次偏差,以服务要素修正功能定位偏差。基于此,本文提出了塑造红色IP、强化形象符号、丰富折射方式、增强服务信息四条修正路径。In recent years,various local governments have adopted various methods to build regional red culture image and actively promote the creative transformation and innovative development of red culture.In order to explore the effect of creating regional red cultural image,this paper takes Shanghai as a case,uses Python to grasp text on different platforms,and uses ROST Content Mining and SPSS software to compare and analyze text Content from two aspects of projection and perception,so as to explore the projection deviation and optimization path of regional red cultural image.Red culture image analysis,the area of"project-perception"exists between identity,again there is a mismatch of deviation:regional projection image of the red culture and perceived image of"identity"is mainly manifested in four aspects:to lead,in the spirit of great founding class carrier material symbols,the red culture attracts the most attention play function,the overall culture,to improve their satisfaction is higher;"Deviation"is mainly reflected in three aspects:content level deviation,function positioning deviation and content scope deviation.In combination with the composition elements of red cultural image and the"long tail"content of perceived high-frequency words,the deviation of content scope should be corrected by brand elements,the deviation of content hierarchy should be corrected by product elements,and the deviation of functional positioning should be corrected by service elements.Based on this,the paper proposes four correction paths:shaping red IP,strengthening image symbols,enriching refraction ways,and enhancing service information.

关 键 词：区域红色文化形象 文本分析 投射-感知 认同与错位 投射偏差 修正路径 

分 类 号：F293.3[经济管理—国民经济]