基于区域文化认知的新疆户外传媒研究

发布时间：2018-10-18 10:19

【摘要】： 通过分析城市户外传媒与区域文化之间的关系,运用实地考察和理论分析的方法,对新疆首府乌鲁木齐城市户外传媒现状及其根源进行分析,提出在商品经济发达的现代社会,户外传媒几乎已经成为当代城市文化的重要因子,是传播区域文化的桥梁。而随着网络时代的到来,新媒体,新技术的不断发展,跨文化背景下的城市户外传媒在不断的趋同化,通过加强户外传媒设计中的文化张力,试图解决这一古老的传媒形式在传播商品信息的同时发挥更大的潜在价值,在抗衡新媒体竞争的过程中寻求新的出路。对以乌鲁木齐为中心的新疆城市户外传媒进行调查研究并提出了相应的建议:改善与提升新疆户外传媒的传达、认知水平,更好地传递新疆人文、自然景观的独特魅力;强化户外传媒设计的精品意识、个性意识,强调户外传媒广告在现代城市文化背景下的超平面化设计,并且把超平面意识介入到城市空间、城市景观,以景观设计的要求来体现城市户外传媒设计的文化内涵;提出城市户外传媒设计应根据城市文化的不同进行片区规划,加强以片区为单位的户外传媒设计的文化认知能力;介入城市景观的大型超平面广告的设计环境应以城市入口或以交通据点为中心的火车站、飞机场等为主要应用环境,起到对外宣传的第一感观作用。户外传媒作为传播文化的一种形式,必然反映一个地区在不同时期的文化发展、审美情趣、价值观念、以及经济情况等。区域文化在户外传媒中的认知作用是举足轻重的,区域文化集中体现在该地区的城市文化中,文化的差异性通过人的活动得以强化,而城市户外传媒是进行区域文化认知的重要平台与载体。新疆地区文化资源丰富,文化特色在国内、国外独一无二,做好以区域文化认知为原则的新疆城市户外传媒设计,不仅可以对新疆提供长效的宣传作用,而且能对一个城市的地域文化、城市形象起到强化作用,提升城市的知名度。
[Abstract]:By analyzing the relationship between urban outdoor media and regional culture, using the methods of field investigation and theoretical analysis, this paper analyzes the present situation and root causes of urban outdoor media in Urumqi, the capital of Xinjiang, and puts forward a modern society with developed commodity economy. Outdoor media has almost become an important factor of contemporary urban culture and a bridge to spread regional culture. With the arrival of the network era, the continuous development of new media and new technology, the urban outdoor media in the cross-cultural background are constantly converging, through strengthening the cultural tension in the outdoor media design. The paper tries to solve the problem that this ancient form of media plays a greater potential value in disseminating commodity information and seeking a new way out in the process of counteracting the competition of new media. This paper investigates and studies the urban outdoor media in Xinjiang with Urumqi as the center and puts forward the corresponding suggestions: to improve and enhance the communication and cognitive level of the outdoor media in Xinjiang and to better transmit the unique charm of the humanities and natural landscape in Xinjiang; Strengthening the quality consciousness and personality consciousness of outdoor media design, emphasizing the hyperplane design of outdoor media advertisement under the background of modern urban culture, and involving hyperplane consciousness into urban space and urban landscape, The cultural connotation of urban outdoor media design should be reflected by the requirements of landscape design, and the urban outdoor media design should be planned according to the different urban culture, and the cultural cognition ability of outdoor media design should be strengthened. The design environment of the large-scale hyperplane advertisement in the urban landscape should take the railway station and airport as the main application environment with the city entrance or the traffic base as the center, and play the first feeling function of the external propaganda. As a form of spreading culture, outdoor media inevitably reflects the cultural development, aesthetic taste, value concept and economic situation of a region in different periods. The cognitive function of regional culture in outdoor media is very important. The regional culture is concentrated in the urban culture of the region, and the cultural differences are strengthened by human activities. Urban outdoor media is an important platform and carrier for regional cultural cognition. Xinjiang is rich in cultural resources, and its cultural characteristics are unique at home and abroad. To do a good job of urban outdoor media design based on the principle of regional cultural cognition can not only provide a long-term propaganda role for Xinjiang, And to a city's regional culture, city image plays a strengthening role, enhance the city's popularity.
【学位授予单位】：新疆师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G206

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