新媒体时代城市形象的建构与印象管理策略

Strategy of City Image Construction and Impression Management in New-Media Age

新媒体时代话语主体的泛化,使得传统城市形象建构中,一元主导的格局不复存在。当民众手中握有可以承载话语表达容器的时候,"一只虾毁掉一座城"也不那么难以置信。鉴于宰客事件频发导致的城市形象"塌方式毁容",从印象管理视角出发,结合戈夫曼"拟剧理论",以青岛"天价虾"为例,着重探讨了新媒体发展对城市形象建构传统话语版图的冲击。文章认为面对有关城市形象的城市危机传播,政府首先应承认公众话语的存在,尊重其"在场",并清醒认识其巨大能量;其次要转变传统城市形象塑造的管治思维,修正单纯依靠公权推行的塑造模式;最后应摒弃零和思维,重构城市形象塑造的话语版图,在理性商议、多元互动中,与民众、媒体共塑城市形象。

The New-Media Age generalizes discourse subjects, making the disappearance of Unarr＇s absolute dominance. No wonder a ridiculously expensive shrimp could ruin a city＇ s reputation, when the public holds discourse power. Considering that some city images of our country have been gradually worsened by many negative media events, based on impression management theory and Erving Coff- man＇ s dramaturgical theory, taking the news about ridiculously expensive shrimps in Qingdao as an example, this paper concentrates on analyzing new media＇ s impact on the traditional discourse power of city image construction, and points out that facing with the spread of city image crisis, the government should fully admit and respect the existence of public discourse, change its traditional governance thinking pattern of molding the city image solely by relying on public rights, abandon the zero-sum thinking pattern to refactor the discourse shape, and constitute the city image together with the public and media in rational consultation and pluralistic interaction.