摘要
随着我国城市化水平的不断提高,城市形象的对外传播已成为国家层面的重要议题。然而,当前国内外城市形象对外传播研究中,对于他者视角下的城市形象塑造与传播机制的研究仍相对较少。基于此,以杭州亚运会期间官方对外传播叙事及他者传播叙事为研究对象,结合相关外宣官方账号以及具有代表性的自媒体账号发布的内容,展开个案研究及内容分析。研究发现,官方账号倾向于采用积极正面的叙事框架,而自媒体账号则呈现出更加多元的语态特征。因此,在城市形象对外传播的过程中,除了发挥官方账号的建设性作用,还应充分重视自媒体用户多样话语的传播机制。在全媒体时代,只有实现自主叙事与他者叙事的协同互动,才能构建更为全面、立体的城市形象,从而有效提升国家城市形象的对外传播效能。
With the continuous improvement of urbanization level in our country,the international dissemination of city image has become an important issue at the national level.However,in the current research on the international communication of city images at home and abroad,there are still relatively scarce studies regarding the construction and communication mechanism of city images from the perspective of others.To address this gap,taking the official international communication narratives and communication narratives from the perspective of others during the Hangzhou Asian Games as the research objects,a case study and content analysis are carried out in combination with the outputs from official foreign publicity accounts and representative self-media accounts.Research has found that official accounts tend to adopt a positive narrative framework,while self-media accounts exhibit greater diversity in discourse characteristics.Therefore,in the process of promoting the city’s image to the outside world,in addition to leveraging the constructive role of official accounts,the dissemination mechanism of diverse discourse from self-media users should also be given full attention.In the era of all-media,only by achieving the collaborative interaction between self-narrative and that of others can a more comprehensive and three-dimensional city image be constructed,thereby effectively enhancing the efficacy of national urban image dissemination in international communications.
作者
董灿
孙占利
DONG Can;SUN Zhanli(School of Journalism and Communications,Henan University of Technology,Zhengzhou 450001,China)
出处
《河南工业大学学报(社会科学版)》
2025年第3期116-122,共7页
Journal of Henan University of Technology:Social Science Edition
基金
河南省哲学社会科学规划项目(2024XWH078)。
关键词
城市形象
对外传播
叙事策略
city image
international communication
narrative strategy
作者简介
董灿(2000-),男,河南固始人,硕士研究生,研究方向:村落文化传播;孙占利(1978-),男,河南洛阳人,硕士,教授,研究方向:高等教育管理。E-mail:2935054726@qq.com。
