基于效果评估的城市形象全球传播能力提升策略与路径——以上海为典型案例的考察

Strategies to Promote the Global Communication of City Image Based on Performance Evaluation:Taking Shanghai as an Example

城市形象是城市软实力的重要构成.本文以上海为典型个 案,通过对国际媒体1987 -2016年涉沪报道和2010 - 2016年涉沪报道的 比较分析,实证考察了国际媒体构建上海城市形象的长期趋势和短期特 征,提出了主动融入“一带一路”倡议、打造科技人文新形象、增强国际 议程引导力等增强上海及中国城市国际传播能力的对策建议.

City image is an important component of urban soft power. Taking Shanghai as a typical case, this paper makes a comparative analysis of the inter-national media image of Shanghai in the past 30 years （1987 -2016） and 7 years （2010 - 2016 ）. Through comparing the long-term trend and short-term charac-teristics of the image of Shanghai in the international press, this paper puts for-ward several ways to promote the global communication of Chinese city^ image such as involving the B＆R initiative more actively, creating a new image of sci-ence and humanities, enhancing the ability to set international agenda and so on.