“诗意地栖居”:城市楼盘命名中的传播景观解读

“Poetic Dwelling”:Research of the Communication Landscape in the Naming of Real Estate

传播景观是依托符号、技术与媒介建构起来的一种文化表象。五花八门的楼盘名称就是一种重要的传播景观。楼盘命名通过标识、区隔、提炼、隐喻与象征进行展示与宣传,构成一种独具特色的传播形态。一个城市楼盘名称的演变史也可以看作一部城市的公共传播史。通过对杭州楼盘名称的考察我们可以发现,不同时代的楼市景观呈现出不同的"风景",但"诗意栖居"的意象与内涵在商品房命名与营销中得到了越来越充分的表达。在中国房地产市场高歌猛进的过程中,诗意符号的"剩余价值"得到最大程度的开发。这种传播景观通过媒体和广告呈现给受众,构成了一个巨大的"拟态环境",影响着公众对现实的感知。事实上,楼盘名称所呈现的传播景观受制于各种利益主体,它既是一种"表象的垄断",也是一种"强制性的独白",还带来了一种传播学上的"海市蜃楼效应"。

The communication landscape is a cultural representation based on symbols,technology and media.The variety of real estate names is an important communication landscape.The naming of real estate is displayed and publicized through logos,divisions,refinements,metaphors and symbols,forming a unique form of communication.The evolution history of a city's real estate name is also a history of "public communication"in a city.Through the inspection of the names of Hangzhou real estate,we can find that the landscape of different times shows different "landscapes",but the imagery and connotation of "poetic dwelling"have been more and more fully expressed in the naming and marketing of commercial houses.In the process of China's real estate market triumphing,the "surplus value"of poetic symbols has been developed to the greatest extent.This "communication landscape"is presented to the audience through media and advertisements,which constitutes a huge "mimicry environment"that affects the public's perception of reality.In fact,the communication landscape presented by the name of the real estate is subject to various interests.It is not only a "monopoly of appearance"but also a "mandatory monologue",presenting a kind of "mirage effect"in communication.