中小城市文化品牌建设与传播研究——以信阳市为例  

Research on the Practical Path of Urban Cultural Brand Construction and Communication in Small and Medium Cities-Taking Xinyang City as an Example

作　　者：陈美汐 CHEN Meixi(Media College,Xinyang Normal University,Xinyang 464000,China)

机构地区：[1]信阳师范大学传媒学院,河南信阳464000

出　　处：《信阳师范学院学报（哲学社会科学版）》2024年第5期107-112,共6页Journal of Xinyang Normal University(Philosophy and Social Sciences Edition)

基　　金：河南省高校人文社会科学研究一般项目(2023-ZZJH-104);信阳市哲学社会科学规划课题(2022XW001);信阳师范学院青年科研基金重点项目(2022-QN005)。

摘　　要：城市文化品牌是城市内在文化底蕴与外在城市形象的综合体现。城市需要通过打造自身的独特“名片”,增强其形象特征,突出其发展优势,进而提升该城市在社会层面的知名度与认可度。信阳市作为独具地域文化特色的中小城市,在城市文化品牌建设与传播方面开展了一些实践探索。为了更好地推进城市文化品牌建设与传播,与信阳市类似的中小城市在城市文化品牌建设与传播上还应把握“三个转向”:传播内容视频化转向,进行故事性影像传播;传播方式多元化转向,开展交互式整合传播;传播渠道平台化转向,打造本土化传播圈层,实现城市文化品牌建设由内而外的全面升级。Urban cultural brand is a comprehensive reflection of the internal cultural heritage and external urban image of a city.Cities need to enhance their image and characteristics,highlight their development advantages,thereby enhancing their social awareness and recognition by creating their own unique“business card”.As a prefecture level city with unique regional cultural characteristics,Xinyang has carried out certain practical explorations in the construction of urban cultural brands.In order to better promote the construction and dissemination of urban cultural brands,small and medium cities similar to Xinyang should also pay attention to the“three turns”in urban cultural brand construction:A shift towards video based dissemination of content and narrative image dissemination;Diversification of communication methods and interactive integrated communication;The transformation of communication channels towards platformization,the creation of localized communication circles,and the comprehensive upgrading of urban cultural brand construction from the inside out.

关 键 词：城市文化品牌 信阳市 中小城市 城市形象传播 

分 类 号：G127[文化科学]