符号修辞中的地域文化认同——对三晋老字号品牌故事的幻想主题分析  

Cultural Identity in Regional Semiotic Rhetoric——A Fantasy Theme Analysis of Time-Honored Brand Stories in Shanxi

作　　者：孙超 宋宇航 SUN Chao;SONG Yuhang(School of History and Culture,Shanxi University,Taiyuan 030006,China;School of Journalism,Shanxi University,Taiyuan 030006,China)

机构地区：[1]山西大学历史文化学院,太原030006 [2]山西大学新闻学院,太原030006

出　　处：《晋城职业技术学院学报》2025年第2期73-76,91,共5页Journal of Jincheng Institute of Technology

基　　金：2024年度山西省研究生科研创新项目《国际传播视角下的近代广告话语博弈》(项目编号:2024KY087)。

摘　　要：品牌故事是地域文化认同重塑的重要载体。本文通过分析山西87家老字号品牌中的108个品牌故事,发现它们构建出四种幻想主题:民族交融、文化荟萃的共同体意识;文脉源长、书香浓厚的人文情怀;天下为公、担当道义的家国胸怀;信义并举、鼎新拓荒的晋商智慧。这些幻想主题通过记忆修辞、关系修辞和情感修辞等手段,促进地域文化认同的形成和传播。结果表明,运用符号修辞学来讲好品牌故事,能够为增强地域文化认同提供有价值的参考。Brand stories serve as a significant vehicle for reshaping regional cultural identity.This paper analyzes 108 brand stories of 87 time-honored brands in Shanxi,revealing that they construct four fantasy themes:the sense of community reflecting ethnic integration and cultural convergence;the humanistic sentiment rooted in profound historical and scholarly traditions;the patriotic spirit of selfless dedication and moral responsibility;the wisdom of Shanxi merchants characterized by integrity,innovation,and pioneering.These fantasy themes promote the formation and dissemination of regional cultural identity by means of the rhetorical strategies of memory,relationships,and emotions.The results show that using semiotic rhetoric to craft compelling brand stories can provide a valuable reference for enhancing regional cultural identity.

关 键 词：品牌故事 三晋老字号 幻想主题分析 地域文化认同 

分 类 号：G206[文化科学—传播学]