杭州城市形象的影视化呈现

Video presentation of Hangzhou city image

城市形象影视化呈现的过程是对视听符号选择、加工和传播的过程,城市形象本身与视听符号内涵在时间、空间上都处在动态变化中。这种动态演变反映在城市形象传播上,会造成城市形象与符号选择同质化且缺乏个性、符号挖掘不足、形象传播张力不够、城市定位的稳定性与符号内涵动态性间存在冲突等问题出现。在杭州城市形象的影视化呈现中,应注重符号选择的稳定性和创新性相结合,符号连续性与文化性相统一,城市文化形象规划与符号系统相呼应,以求杭州城市形象塑造上的内涵化、持久生命力,实现预期的传播效果。

The process of video presentation of city image is the process of selecting,processing and communicating audio-visual symbols.The city image itself and the connotation of audio-visual symbols are in dynamic changes in time and space.This dynamic evolution is reflected in the dissemination of city image,which will result in homogenization of city image and symbol selection and lack of individuality.Symbol mining is not enough,and image transmission tension is not enough.The conflict between the stability of urban location and the dynamics of symbol connotation appears.In the video presentation of Hangzhou city image,the attention should be paid to the combination of the stability and innovation of symbol selection,the unification of symbol continuity and culture,and the echo of urban cultural image planning and symbol system,so as to achieve the expected communication effect on the connotation and lasting vitality of Hangzhou city image building.