公共外交视野下城市形象国际传播研究

A study on international communication of city image in public diplomacy

在开放发展的理念下,城市形象国际传播是城市开放发展的题中应有之义。目前,研究者大多以传播学、营销学的理论对城市形象传播进行研究,理论体系存在局限性。在传播行为中存在制度逻辑和实践逻辑不一致、传播的主客体不对称、合意空间的缺失等不足。从政治学和国际关系学的理论视角,以常州市大型人文类电视节目《双城记》为例,将城市形象国际传播嵌入公共外交的框架,通过建构多元化、动态化、品牌化的传播体系,提升传播活动的有效性。

Under the concept of opening and development, the international communication of city image should be the essence of urban open development. At present, researchers study the communication of city image mostly based on the theory of communication and marketing, which has certain limitations in the respect of theoretical system. Furthermore, some inadequacies also exist in the communication behaviors, such as the inconsistency between institutional logic and practical logic, asymmetry of subject and object, and the lack of consensus space, etc. By embedding the international communication of city image into public diplomacy, taking TV program＂ Twin-city＂for example, the article intends to explore the optimized strategy of improving the effectiveness of communication through building a communication system of diversity, dynamism, branding from the theoretical perspective of poli- tics and international relations.