基于原型理论的江门侨乡文化品牌构建与传播

Archetype-Theory-Based Construction and Dissemination of Jiangmen's Qiaoxiang Culture Brand

基于原型理论视角,探讨国际化背景下江门侨乡文化品牌的构建与传播。首先探讨原型理论的基本内涵及其在品牌领域的应用,之后分析江门侨乡文化的特点及其对江门城市品牌建构与国际形象塑造的作用,再结合原型理论提出构建与传播江门侨乡文化品牌的思路。结果表明,江门可基于价值符号、人物形象、主题故事来构建侨乡文化品牌,并通过符号化策略、拟人化策略以及叙事化策略进行国际化传播。

Based on the archetype theory,this paper explores the construction and dissemination of Jiangmen’s cultural brand in the globalized context.First of all,it explains the basic connotation of the archetype theory and its application in the brand field.Then,it analyzes the characteristics of Jiangmen’s culture and its role in Jiangmen's brand and international image building,and puts forward the idea of constructing and spreading Jiangmen’s cultural brand from the perspective of the archetype theory.The results show that Jiangmen as a homeland of overseas Chinese can forge its culture brand based on value symbols,character images and thematic stories,and conduct international dissemination through symbolization,personification,and narrative strategies.