从文化话语视角论杭州的城市文化传播

Criticism on the Urban Cultural Communication by Cultural Discourse Studies Paradigm:Taking Hangzhou as the Case

在城市发展的进程中,媒体宣传话语对城市文化气质的建构与传播发挥着重要作用,要让一座城市的文化具备内在生长力,并转化为真正的软实力,需要话语策略的支持。本文以文化话语研究范式为基础,以近两年杭州媒体对于城市吃、住、行、游、购、娱六个方面具有代表性的宣传文本为研究对象,分析这些话语的特征及其所体现的城市文化气质,并结合文化背景与时代要求,探索城市文化传播与发展的话语策略。

Culture and communication are inseparable. Driven by globalization, the internationalization of Chinese mass media is increasing its might. In the process of urban development, media discourses play an important role in the construction and communication of urban culture. Actually, we need the support of discourse strategies to generate the vigor growing force of urban culture and turn it into the real soft power. Grounded on Chinese Discourse Studies Paradigm, this paper researches the representative discourses on ＂food, shelter, transportation, travel, shopping and entertainment＂ publicized by Hangzhou mass media in these two years. It analyzes the urban cultural features these discourses embody and reveals the influence they bring on the urban development. In consideration of the era background and require- ments, the paper explores tile discourse strategies on the communication of urban culture at the end.