评价理论视域下城市形象的受众接受与重构研究  

A Study of Audiences’Acceptance and Reconstruction of City Image from the Perspective of Appraisal Theory

作　　者：张存 刘桂玲[1] ZHANG Cun;LIU Guiling(School of Foreign Studies,Jilin University,Changchun 130000,China)

机构地区：[1]吉林大学外国语学院,吉林长春130000

出　　处：《浙江外国语学院学报》2024年第4期36-44,共9页Journal of Zhejiang International Studies University

基　　金：教育部人文社科基金青年项目“新时代纪录片中国家形象的多模态建构、翻译与传播优化研究”(23YJC740087);吉林省社会科学基金项目(博士和青年扶持)“多模态积极话语分析框架下吉林省形象的良性建构研究”(2023C128);吉林省社会科学基金项目“费尔克劳三维框架下融媒体时代吉林省形象的传播及优化研究”(2024B136)。

摘　　要：本研究基于评价理论,辅以立场三角模型,构拟了基于城市形象的受众评价互动模型,并用以量化分析社交媒体上城市宣传片的受众评论。研究发现,受众的正面态度显著多于负面态度,且主要通过级差中的强化增强语力,以定位和联盟其他交际者接受或重塑城市形象。在受众态度资源中,鉴赏最多,其次为情感和判断。其中,反应性鉴赏、意愿性情感和能力性判断的褒义评价占比最大,表达了受众对城市景观及其形塑方式的认可、对区域发展的期待,以及对企业能力和民众风貌的肯定。受众评价不仅能够唤起地方感,也积极塑造了国家形象,提升了公众的国家认同。最后,本研究对城市乃至国家形象的有效传播提出了建议。From the perspective of Appraisal Theory complemented by the Stance Triangle Model,this paper formulates an interactive model of audience evaluation to explore public attitudes towards city image evoked by city promotional videos,which are widely circulated on social media.It is found that first,audiences have significantly more positive than negative attitudes,whose volume is mainly turned up by intensification.By doing so,viewers can achieve persuasive purposes and get aligned with others.In addition,appreciation resources occupy the largest proportion,followed by affect and judgement resources.Within each subsystem,reaction,inclination,and capacity account for the most in terms of positive evaluations,indicating the public appreciation of the cityscape and constructing manners of city image,aspiration for regional development,and affirmation of the enterprises’competence and popular morality.Second,positive construction of city image can not only stimulate a sense of place but also enhance the national image and identification among the public.At last,the study provides suggestions to improve the communication effects of urban images and even national image.

关 键 词：评价理论 立场三角模型 城市形象 受众评论 社交媒体 

分 类 号：H030[语言文字—语言学]