文化话语视角下城市节会的全球传播策略研究——以中国杭州节会为例  

Communicating Globally Urban Festive Mega-Events as Cultural Discourse:A Case Study of Chinese City Hangzhou

作　　者：郭海婷[1] GUO Haiting(School of International Communication and Education,Communication University of Zhejiang,Hangzhou 310018,China)

机构地区：[1]浙江传媒学院国际文化传播学院,浙江杭州310018

出　　处：《浙江外国语学院学报》2024年第3期9-16,共8页Journal of Zhejiang International Studies University

基　　金：杭州市决策咨询研究课题“全球传播视野下杭州城市国际化研究”(HZZX2021XL08)。

摘　　要：城市节会是一个城市全球传播的重要场所和途径,但鲜有研究关注城市节会的话语实践,或从话语角度审视城市节会的全球传播策略。本文以文化话语研究为框架,聚焦杭州节会(西湖国际博览会、世界休闲博览会),从话语要素出发分析其作为城市节会的鲜明特点,以及近年来遇到的困境,并提出城市节会全球传播的话语策略,以期为包括杭州节会在内的中国城市节会提出国际传播策略建议。Organizing urban festive mega-events is an important venue and means for a city’s development in general and its globalization in particular.However,there is little research on the global communication of urban festive mega-events from a cultural discourse perspective.Proceeding from cultural discourse studies as its frame,the present paper focuses on Hangzhou’s festive mega-events,including the West Lake International Expo and the World Leisure Expo,and analyzes the various types of discourse strategies of mega-event promotion.At the same time it also examines the challenges facing those events and proposes new discursive strategies of global communication for the promotion of urban festive mega-events of Hangzhou and other similar Chinese cities.

关 键 词：文化话语 话语体系 城市节会 城市发展 传播策略 

分 类 号：H05[语言文字—语言学] G206[文化科学—传播学]