中国城市宣传片地方特色问题分析

发布时间：2018-01-29 10:02

本文关键词： 城市形象城市宣传片地方特色同质化休闲　出处：《西南交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：城市化进程带来了城市宣传片大热的现象。但是,诸多城市宣传片的水平参差不齐。城市宣传片在城市形象建构上并未突出地方特色,从而导致城市宣传片在城市形象建构上出现同质化的现象。本文以中国城市GDP排名为样本选取标准,笔者在2012年论文研究时选取了2012年中国城市GDP排行前十的城市,并在这城市品牌发展成熟度较高的十个城市近年来的众多城市宣传片中选取了时间上最近的城市宣传片。因此,本文共选定12个城市宣传片为研究文本,这12个城市宣传片并非是2012年制作,但是目前仍在使用的城市宣传片。笔者在本文中以选取的12个城市宣传片的镜头画面为分析单位,将城市宣传片的镜头画面按画面内容分类,以宣传片中言语传播的文字符号(屏幕文字、画内文字)、声音符号(背景音乐、地方语言)以及非语言传播中的图像符号(城市中的人、城市景观以及城市特有的地方资源)为维度进行分析,对城市宣传片呈现的特点进行概括性描述,对于城市宣传片是否体现城市特色,以及城市宣传片中的城市形象建构是否出现同质化现象做验证性研究。研究结果发现,城市宣传片中的画面内容以“人”为主体,更偏好于用女性角色吸引游客眼球,反复使用微笑的表情表现城市居民的友好和善。城市宣传片常使用城市“结点”来体现城市经济的快速发展。在众多城市宣传片中,游客常用摄影设备表示对城市的“凝视”。在大量城市宣传片中,所使用的历史、民族文化元素俯拾即是,但是在历史、民俗文化元素的使用上方式雷同,在体现城市个性的符号元素的使用方法上识别性较弱。本文选定的城市宣传片在地方特色方面体现相对较弱,城市宣传片在城市形象建构过程中出现同质化现象。究其原因,主要是在本文研究所选取的中国城市GDP排名靠前、城市发展成熟度较高的样本城市多定位为休闲城市,且发布机构均为城市宣传部,宣传口径及思路相对一致。但是我们知道,每个城市的历史、地理、文化都是城市得天独厚的“地利”。针对于此,笔者提供以下改进思路。中国城市旅游品牌的发展过程中,需要有“求同存异”思想的指导,做到的“因地制宜”,以此打造一个差异化明显,具有特色鲜明的城市形象。
[Abstract]:The process of urbanization has brought the phenomenon of great popularity of city propaganda film. However, the level of many city propaganda films is uneven. The city propaganda film does not highlight the local characteristics in the construction of city image. As a result, the city propaganda film in the city image construction appearance homogenization phenomenon. Based on the GDP ranking of Chinese cities, the author selected the top 10 cities in 2012 by GDP in 2012. And in this city brand development maturity of 10 cities in recent years in many cities selected the most recent city propaganda film. Therefore, this paper selects 12 city propaganda films as the research text. These 12 city propaganda films are not produced in 2012, but they are still in use at present. In this paper, the author chooses 12 city propaganda films as the analysis unit. The lens screen of the city propaganda film is classified according to the content of the picture, and the text symbols (screen text, painting inside text, sound symbol (background music) in the propaganda film are transmitted in the language of the propaganda film. Local language) and non-language communication in the image symbols (people in the city, urban landscape and unique local resources) for the analysis of the dimensions, the characteristics of the city propaganda film presented a general description. Whether the city propaganda film reflects the characteristics of the city, and whether the city image construction in the city propaganda film appears homogenization phenomenon is verified. The results show that the main content of the city propaganda film is "people" and prefer to use female characters to attract tourists' attention. Repeated use of smiling expression to show the friendly and friendly city residents. City propaganda films often use the city "node" to reflect the rapid development of urban economy. In many city propaganda films. Tourists often use photographic equipment to express the "gaze" of the city. In a large number of city propaganda films, the history of the use of the elements of national culture can be found, but in history, folk culture elements of the use of the same way. The use of symbol elements to reflect the personality of the city is less recognizable. The city propaganda film selected in this paper is relatively weak in terms of local characteristics. The phenomenon of homogeneity appears in the process of city image construction. Mainly in the GDP ranking of Chinese cities selected in this paper, most of the sample cities with high urban development maturity are located as leisure cities, and the publishing agencies are city propaganda departments. But we know that each city's history, geography, culture is the city's unique "geographical location." in view of this. The author provides the following improvement ideas. In the development of Chinese urban tourism brand, we need the guidance of "seeking common ground while reserving differences" to achieve "measures to suit local conditions", so as to create a distinct differentiation. With distinctive characteristics of the city image.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J959

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