“城马”与城市形象传播研究

A Study on“City Marathon”and City Image Dissemination

城市马拉松(以下简称"城马")在我国起步较晚但势头正劲,作为一项全民参与的大型体育赛事,在传播城市形象,提升城市影响力方面具有重要作用。"城马"对于城市形象的传播主要体现在其对于城市形象要素的整合传播和城市职能的表达。形象要素是城市物质与精神文明发展状况共同构成的识别性符号和共识性话语,是城市形象叙述的资源库。同时,城市是一个复杂的机体,是人们生产和生活的主要空间,具有政治、经济、文化等职能,"城马"不仅仅通过传递城市景观在直观上展示城市的外部环境,更是与城市的方方面面形成联动。通过对城市形象的定义及其构成要素的梳理并结合"城马"特征,阐释城市形象如何通过马拉松得到了全方位、立体化的展示。

Urban Marathon in our country started late but momentum,as a large sports event involving the whole people,it plays an important role in spreading the image of the city and promoting the influence of the city.The spread of Urban Marathon to city image is mainly reflected in its integration and transmission of urban image elements and the expression of urban functions.Image element is a recognition symbol and consensus discourse composed of the development of urban material and spiritual civilization.It is the resource base of city image narration.At the same time,the city is a complex organism.It is the main space for people to produce and live.It has the functions of political,economic and cultural.Urban Marathon shows the external environment of the city not only by transferring the city landscape,but also forming a linkage with all aspects of the city.This article through the definition of the city's image and its constituent elements of carding and summarizing combined with the feature of marathon explains how the city's image is obtained comprehensively by a marathon.