城市艺术节:特色化与国际化双向互动——艺术节公众沟通的ISC模式

发布时间：2019-01-18 10:57

【摘要】：艺术节是城市定期举办的综合性节庆活动,体现一个城市的国际形象、文明程度、跨文化交流与国际合作能力,其短期效果虽不及奥运、世博等大型活动,但从可持续发展角度看,它的为城市专有、公众认同、资源整合、国际传播、文化特色、长时段周期性持续效应等特点,决定了它在全球化城市竞争与合作中,特别是资源市场和品牌创新领域,具有不可替代的作用。城市艺术节的深层意义,在于为主办城市的全球化资源整合创造机遇。在当代产能过剩条件下,资源整合的实质是需求交换。问题在于我们文化市场最大需求最强,然而文化产出和营销起步最晚,做得最不足。这就对特色化自主研发和国际化品牌传播提出了迫切要求。特色化与国际化双向互动由此成为文化城市建设的基本路径,艺术节沟通的主要依据与追求。当前艺术节有必要立足于城市特色化建设实践,从内容到形式追求个性化发展,克服同质化倾向,在特色化与国际化双向互动过程中,切实形成资源个性的不可替代性,进而与城市一起走向世界。这一途径,或可概括为ISC模式,即可持续整合沟通。
[Abstract]:The art festival is a comprehensive festival held regularly by the city, reflecting a city's international image, level of civilization, ability of cross-cultural exchanges and international cooperation, although its short-term effects are not as good as those of large-scale events such as the Olympic Games and the World Expo. However, from the perspective of sustainable development, it is unique to the city, public identity, resource integration, international communication, cultural characteristics, long-term cyclical effect, and so on, which determines its competition and cooperation in global cities. Especially in the field of resource market and brand innovation, it plays an irreplaceable role. The deep meaning of the city art festival lies in creating opportunities for the integration of global resources of the host city. Under the condition of modern overcapacity, the essence of resource integration is demand exchange. The problem is that the biggest demand in our cultural market is strongest, but cultural output and marketing are the last to start and the most inadequate. This on the characteristics of independent R & D and international brand communication put forward an urgent need. The two-way interaction between characteristic and internationalization becomes the basic path of cultural city construction and the main basis and pursuit of art festival communication. At present, it is necessary to base on the practice of urban characteristic construction, pursue individualized development from content to form, overcome the tendency of homogeneity, and form the irreplaceable nature of resources in the process of two-way interaction between feature and internationalization. And then go to the world with the city. This approach, or can be summed up as the ISC model, can continue to integrate communication.
【作者单位】：上海大学上海会展研究院;
【分类号】：J120.9

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