摘要
经济全球化、社会信息化、文化多元化与政治多极化等相互交织、互为推动,加速了全球流动网络的形成。全球城市即是全球网络中的系统枢纽和主要节点,即利用差异化通路发挥城市的独特价值。放眼全球,现有城市品牌的评估指数往往是基于“他者”视角衡量城市经济、政治、文化等不同维度的全球贡献力,难以表现城市的发展愿景、国际战略规划等。因此,研究基于关系视角建构了“城市品牌国际传播效能的评价指标体系”,面向国际传播效能的实现过程,从三个维度对城市品牌国际传播的有效性进行可视化测量,即价值层(管理力)、互动层(沟通力)与网络层(关系力)。管理力是底层支持基础,影响着城市品牌发展的科学性与可持续性,决定了传播的内容与方向;沟通力反映了传播策略的有效性,决定着城市品牌的国际认知度与联想度;关系力旨在缔造城市共同体网络,稳定的网络机制能够对各维度的全球资源产生虹吸效应,这也是城市品牌国际传播的高级效能表现。
As economic globalization,social informatization,cultural pluralism and political multipolarization intertwine and promote each other,the formation of global mobility networks is accelerated.Global cities are the system hubs and major nodes in the global network,and they have unique values in differentiated ways.Globally,existing indices evaluation of city branding tend to measure the global contribution of cities in different dimensions,such as economic,political and cultural,based on the perspective of"others",which is difficult to express the development vision and international strategic planning of city authorities.Therefore,this study constructs the"Evaluation Index System of International Communication Effectiveness of City Brands"based on the relational perspective,and visualizes the effectiveness of international communication of city brands in three dimensions,namely the value(management power),the interaction(communication power)and the network(relationship power).Management power is the base of effectiveness,which affects the science and sustainability of city brand development and determines the content and direction of communication;communication power reflects the effectiveness of communication strategy and determines the international recognition and association of city brand;a stable relationship network mechanism can produce a siphon effect on global resources in each dimension,which is also the high-level performance of international communication of city brand.
作者
姚曦
郭晓譞
贾煜
Yao Xi;Guo Xiaoxuan;Jia Yu(Wuhan University)
出处
《新闻与传播评论》
CSSCI
2022年第4期106-115,共10页
Journalism & Communication Review
基金
国家社会科学基金一般项目(19BXW086)
国家自然科学基金青年项目(72102170)
深圳市社会科学院院内专项课题。
关键词
城市品牌
国际传播效能评价
关系网络
city brand
evaluation of international communication effectiveness
relationship network
