复杂嵌套:数字叙事时代城市形象的多层建构——以广州城市传播为例

Complex and Nested:Multi-Layer Constructive Mode of City Image in the Era of Digital Narrative——Take Guangzhou’s City Communication as Example

为探究数字叙事时代城市形象的建构模式,本文以广州为例,基于视觉叙事理论框架,对哔哩哔哩平台上11则城市视频的视觉叙事及弹幕进行分析。研究发现:官方城市形象宣传片与自媒体生产的城市视频彼此互动、相辅相成,共同完成了城市形象的首次叙事;浮于视频之上的弹幕作为与影像交融的文本,通过对首次叙事进行补充或离散,对城市形象实现了二次建构。在互动叙事系统里,所有影像与文本被赋予“社交媒介”的功能和属性,城市形象依循“复杂嵌套式”且具有无限性特征的多层模式进行建构。

In order to explore the constructive mode of city image in the era of digital narrative,this paper takes Guangzhou as an example and analyzes the visual narration and bullet-screen comments of 11 city videos on bilibili platform based on the theoretical framework of visual narrative.The findings are as follows.The official city image promotional video and the city video produced by We-Media interact with each other and complement each other,jointly completing the previous narrative of the city image.As texts blending with the image,the bullet-screen comments floating on the video continue realizing the secondary construction of the city image by supplementing or dispersing the first narrative.In this interactive narrative system,all images and texts are endowed with the functions and attributes of“social media”.To conclude it,the city image has been being constructed according to a nested but infinite constructive mode.