摘要
技术变革不断催生新的媒体形式,也塑造着历史文化名城形象的传播格局。新媒体语境下,历史文化名城形象的传播出现了传播主体从一元化向多元化转变、传播平台从水平式向纵深式转变、传播模式从广场式向渗透式转变。洛阳作为历史文化名城,历史文化底蕴深厚,其城市形象成功转型。洛阳通过挖掘城市文化符号和创新引流元素内容,场景将流量变留量,破圈变网红为长红,加快观光体验转变,促进文旅文创融合,以颠覆性创意为引领,抓牢沉浸式体验风口,构建媒体传播矩阵和强化移动端口传播力,关注年轻化消费需求和以移动端传播热点等,助推了洛阳城市形象实现成功“出圈”。西安、洛阳、淄博主要经验为发动参与者主体,表达新集体征象;建构符号化特色,创新载体化叙事;嵌入行动者网络,转译代言人生成。
The technological change constantly repromotes the media,and also shapes the communication pattern of the historic city image.In the context of new media,the communication of the city image has seen three changes:the transformation of the communication subject from unified to diversified,the transformation of the communication platform from horizontal to deep,and the transformation of the communication mode from square to penetration.Luoyang,as a historic city with profound historical and cultural heritage,built the city image and realized the transformation succesfully.Mainly through mining urban cultural symbols and innovative drainage elements to realize the scene change flow retention and broken ring web red speed up the sightseeing experience transformation,promote the integration of cultural travel and cultural creation,make innovation take the lead,grasp immersive experience,build media matrix and strengthen the mobile port spread urged at young consumer demand and mobile terminal spread hotspot,Luoyang boosted its city image and became widely known.the Luoyang city image success"circle".The main experience is to mobilize the participants to express the new collective signs,construct the symbolic features,innovate the carrier narrative,embed the actor network,and generate the translation spokesperson.
出处
《中国名城》
2023年第12期50-55,共6页
China Ancient City
基金
国家自然科学基金“文旅融合发展驱动黄河流域古都城市更新的机制与成效研究”(编号:42171186)
全国高等学校文科学报研究会2023年度编辑学研究资助课题“媒体融合发展与提升学术期刊传播力影响力研究”(编号:YB2023049)。
关键词
城市形象
历史文化名城
文旅融合
网红
新媒体
洛阳
city image
historic cities
cultural and tourism integration
intermet celebrities
new media
Luoyang City
