LED户外视频媒体与西安城市形象建构的实证研究

发布时间：2018-05-24 20:55

本文选题：LED户外视频广告 + 西安城市形象呈现　；参考：《西北大学》2013年硕士论文

【摘要】：随着经济和技术的发展,LED户外视频媒体已经遍布西安的各大街头,成为城市现代化和创新化的重要现象。它的出现改变了户外广告传统格局,成为西安户外广告中的热点。作为一种户外媒体,LED显示屏是城市景观重要的组成部分；作为一种大众媒介,LED户外视频媒体建构城市虚拟形象。因此对城市形象的构建和呈现是其与生俱来的社会属性。解读LED户外视频媒体如何构建和呈现城市形象,无疑在LED显示屏盛行的今天具有现实意义。从LED户外视频媒体自身的特征和功能来看,它是从城市景观形象、城市经济形象、城市政府形象以及城市人文形象这四个方面来呈现并建构城市形象。通过对西安LED户外视频媒体进行内容分析,证实了其对城市形象具有建构作用,并呈现出生态化的绿色西安、国际化的活力西安以及人文化的和谐西安之形象。但是从西安形象的政府定位以及现状来看,LED户外视频媒体对西安形象的呈现还存在着一些缺失：刻板的政府形象、单一的经济形象、设置上破坏景观形象的整体性、形象整合意识不强以及落后的传播创意。根据LED户外视频媒体对西安城市形象的建构与缺失,提出西安LED户外视频媒体的发展路径：政府重塑价值目标、整合塑造城市形象、创新媒体建构方法。
[Abstract]:With the development of economy and technology, LED outdoor video media has spread all over the streets of Xi'an, becoming an important phenomenon of urban modernization and innovation. Its appearance changed the traditional pattern of outdoor advertising and became a hot spot in Xi'an outdoor advertising. As a kind of outdoor media LED display screen is an important part of urban landscape; as a mass media LED outdoor video media to construct a virtual image of the city. Therefore, the construction and presentation of city image is its inherent social attribute. Unscrambling the LED outdoor video media how to construct and present the city image, undoubtedly has the realistic significance in the LED display screen prevalence today. From the characteristics and functions of LED outdoor video media, it presents and constructs urban image from four aspects: urban landscape image, urban economic image, urban government image and urban humanistic image. Through the content analysis of Xi'an LED outdoor video media, it is proved that it has the function of constructing the city image, and presents the ecological green Xi'an, the international vitality Xi'an and the harmonious Xi'an image of the human culture. However, there are still some defects in the presentation of Xi'an image by LED outdoor video media from the government orientation and present situation of Xi'an image: the rigid government image, the single economic image, and the setting damage the integrity of the landscape image. The image conformity consciousness is not strong as well as the backward dissemination creativity. According to the construction and lack of LED outdoor video media to Xi'an city image, this paper puts forward the development path of Xi'an LED outdoor video media: government remolding the value goal, integrating and shaping the city image, and innovating the method of media construction.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206;F299.27

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