共同体叙述赋能:新媒体语境下城市形象传播的特征与策略  

Community Narrative Empowerment:Characteristics and Strategies of Urban Image Communication in the Context of New Media

作　　者：殷俊[1] 甘田[2] Yin Jun;Gan Tian(School of Literature and Journalism,Chongqing Technology and Business University,Chongqing,400067,China;Institute of Community for the Chinese Nation,Ningxia University,Yinchuan,750021,Ningxia,China)

机构地区：[1]重庆工商大学,重庆400067 [2]宁夏大学,宁夏银川750021

出　　处：《民族学刊》2025年第2期57-66,146,共11页Journal of Ethnology

基　　金：国家社科基金西部项目“西部地区县级融媒体媒介化治理模式与对策研究”(24XXW013)阶段性成果。

摘　　要：城市形象传播是讲好中华民族共同体故事的有机组成部分,是国家话语叙事构建和文化传播的重要载体。新媒体传播作为信息传播的主要渠道,在塑造城市形象和传播中华民族共同体意识中发挥着重要作用,通过媒体呈现丰富的城市内容与形态,不仅推动了文化传播,更促进了民族团结和国家认同。新媒体时代的城市形象传播凸显着传播主体更加多元广泛、传播形式更加动态丰富、传播视角兼具“我者”和“他者”、传播路径形成互动矩阵、传播内容向景观、文化和生活的综合记忆拓展的新特征。做好城市形象传播要从阐释地方历史、挖掘文化元素、展示治理成果等维度出发,把握新时期城市形象传播的主体、形式、视角、路径、内容及其重要转向,立足于广泛多元的叙事主体、述同向和的叙事维度、多样新颖的叙事形式、恰当精致的叙事技巧,依托于立体互动的媒介矩阵和鲜活真实的生活故事,从而使中华民族共同体叙事润泽入心,增进广大群众和国际社会对中华民族共同体叙事的理解与认同。The construction of urban image communication constitutes an integral part of telling the story of the Chinese national community.It is an important carrier for the construction of national discourse narratives and cultural communication.New media,as an important channel for information dissemination,plays a significant role in shaping urban images and spreading the sense of community for the Chinese nation.The rich urban images presented through new media convey Chinese cultural symbols and the common cultural genes of the Chinese nation.This not only represents an important means of cultural communication but also a key strategy for achieving ethnic unity and national identity.Narrating the story of the Chinese national community from the perspective of urban image communication highlights that the Chinese nation is a community with a strong sense of identity and cohesion.It is a necessary measure in building an independent discourse narrative system of the Chinese national community and an integral part of strengthening China's international communication capabilities.The shaping and communication of urban images are vital in telling the story of the Chinese national community.In the current practice,urban image communication often suffers from rigidity and fragmentation.This results in an incomplete understanding of the city's historical context,cultural heritage,ethnic traditions,and regional aesthetics.Moreover,there is a lack of originality,historicity,and integrity in urban representation.To address these issues,it is necessary to propose an urban image communication strategy based on telling the story of the Chinese national community.This requires constructing a narrative framework and meticulously crafting the story of the Chinese national community in cities from the aspects of communication subjects,contents,forms,techniques,and technologies.This endeavor would involve a profound understanding and in-depth exploration of the essence of fine cultures of all ethnic groups.It would also demand a deep un

关 键 词：城市形象传播 中华民族共同体故事 策略 

分 类 号：C956[社会学—民族学]