叙事学视野下的城市形象片研究

发布时间：2018-04-22 10:21

本文选题：城市形象片 + 经典叙事学　；参考：《安徽大学》2014年硕士论文

【摘要】：随着城市化进程的加速,城市软实力的重要体现——城市品牌的构建和传播也成为众多城市迫切面临的问题之一。20世纪末我国的城市营销之路正式开启,在此背景下,城市形象片也应运而生。城市形象片是客观事实与主观意识叠加的产物,既反映了客观存在的城市精神风貌等,又表现了创作者对城市形象的定位和期望,在这种期望驱使下,其商业目的性也逐渐浓厚。也就是说,城市形象片既是以“城市形象”为表现内容的影视类型,又是营销城市的广告,是城市品牌传播途径中最直观有效的形式之一。自1999年威海市第一次使用城市形象片提高威海的知名度和美誉度至今,14年间城市形象片的数量急剧增长,传播途径也由传统的电视媒体逐渐扩大到新媒体,未来还会出现更多的城市形象片。但是,这些城市形象片中真正给受众留下深刻印象并起到推广城市品牌作用的却寥寥无几,大多城市形象片给受众的体会都是城市定位不明确、叙述语言平淡、内容重复、缺乏新意等。在这种情况下,面对实践的快速发展,运用理论对城市形象片的研究也成为学界关注的课题。而叙事学作为研究叙述性文本的理论,对城市形象片中的叙事现象具有指导意义是显而易见的。传统叙事学所提供的理论视角专注于叙事文本的内部机制和运行规律,同时后经典叙事学对读者和文本的互动关系也有所涉及。本文引入叙事理论对城市形象片做深刻解读,不仅可以为城市形象片的研究提供一个崭新的视角,从叙事学角度深入探讨城市形象片的类分、发展过程及表现方式,同时也可以为城市形象片表现误区的解决路径提供理论依据,为城市形象片总结新的建构规律做一些有益的探索。本文研究重点之一在于从经典叙事学的研究范式出发,并以央视所播放的典型城市形象片为例,用传统的结构主义叙事学和形式主义理论对城市形象片进行分析。首先对城市形象片的叙事符号进行结构主义分析,论述视觉符号和声音符号在城市形象片中所起的作用。其次再对城市形象片特殊化的故事化表现形式进行探讨,并从汇编式、口述式两个方面总结城市形象片的套路化叙事结构。最后,对城市形象片的话语层面探讨分为时况研究和叙事视角研究,并分析了城市形象片内容的真实与虚构。经典叙事学对城市形象片的理论指导有利于确定城市形象片叙事现象之间的功能和相互关系,有利于指导创作者从符号和结构角度完善城市形象片,但仅分析城市形象片的结构和形式并不足以说明它是如何打动受众的,因而从后经典叙事学角度探究城市形象片有了一定必要性。本文从后经典叙事学的角度探讨了城市形象片的叙事语境、动态运行机制和它与读者的互动关系,并结合当下的社会文化语境,运用整合、动态、开放的后经典叙事学理论对城市形象片的创作途径给出理论依据,包括注重互动关系、合理运用符号等等,指出仅仅从结构和形式上关注城市形象片的不足。综上,本文在经典叙事学的基础上,结合后经典叙事学,对城市形象片进行探究,分别从形式与符号、语境与互动两大方面探讨城市形象片。叙事学视野下的城市形象片研究对城市形象片是有理论和实践双重意义的,与此同时城市形象片的叙事学研究也可拓宽叙事学的理论视阈。
[Abstract]:With the acceleration of urbanization process, the important embodiment of city soft power - the construction and dissemination of city brand has become one of the most urgent problems in many cities. At the end of.20 century, the road of urban marketing is officially opened in China. In this context, the city image film has emerged as the times require. The city image is the superposition of the objective facts and subjective consciousness. The product not only reflects the objective existence of the urban spirit and features, but also shows the author's position and expectation of the city image. Under this expectation, its commercial purpose is gradually strong. That is to say, the city image is not only a movie type, but also a marketing city, and a city brand. One of the most intuitive and effective forms of communication.
Since the first use of city image film in Weihai in 1999 to improve the popularity and reputation of Weihai, the number of urban images has increased rapidly in the past 14 years, and the channels of communication have gradually expanded from the traditional TV media to the new media, and more city images will appear in the future. However, these city images are really left to the audience. There are few engraved impressions and the promotion of the role of urban brand. Most of the city image films give the audience the understanding that the urban positioning is not clear, the narrative language is dull, the content is repeated, and the new meaning is lacking. In this case, the study of the city image has become a topic of concern in the academic circles in the face of the rapid development of practice. As a theory of narrative text, the study of affairs is of guiding significance to the narrative phenomena in city images.
The theoretical perspective provided by traditional narratology focuses on the internal mechanism and running law of the narrative text. At the same time, the classical narratology is also involved in the interactive relationship between the readers and the text. The introduction of narrative theory to the city image is a profound understanding of the city image film, which can not only provide a new perspective for the study of the city image, from the narrative. From the point of view, the classification, the development process and the way of expression of the city image film are discussed in depth. At the same time, it can provide a theoretical basis for the solution of the misunderstandings of the city image film, and make some useful exploration for the city image film to sum up the new construction law.
One of the key points of this study is to analyze the city image with the typical urban image film played by CCTV as an example, and to analyze the city image with the traditional structuralist and formalistic theory. First, the narrative symbols of the city image are analyzed and the visual symbols and sounds are discussed. The role of symbol in the city image film. Secondly, it discusses the narrative form of the city image film, and summarizes the narrative structure of the urban image film from two aspects of assembly and oral expression. Finally, the discourse level of the city image film is divided into the study of the situation and the narrative angle of view, and the analysis is made. The truth and fiction of the content of the image of a city.
The theoretical guidance of the classical narratology to the urban image film is helpful to determine the function and the relationship between the narrative phenomena of the city image film, and to guide the creator to perfect the city image from the angle of symbol and structure, but only the analysis of the structure and form of the image of the city is not enough to explain how it moves the audience. From the perspective of classical narratology, it is necessary to explore the city image film. From the perspective of the post classic narratology, this paper discusses the narrative context of the city image, the dynamic operation mechanism and its interaction with the readers, and combines the present social and cultural context, and uses the integrated, dynamic and open classic narrative theory of the city image to the image of the city. The way of creation is based on the theoretical basis, including the emphasis on interaction, the rational use of symbols, and so on. It points out that only from the structural and formal concerns are the deficiencies of the city's image films.
To sum up, on the basis of classic narratology, this paper probes into the city image slices with the combination of the classical narratology and the two aspects of the form and symbol, the context and the interaction, and the urban image film under the view of narratology is both rational and practical to the city image film, and the city image film at the same time. The study of narratology can broaden the theoretical perspective of narratology.

【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J959;G206

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