运用影视作品传播天津城市形象的路径——基于日本经验和问卷调查分析

The Way to Spread the Image of Tianjin City throughout film and television works:Based on an Analysis of Japan’s Experience and Questionnaire Survey

基于“认知—情感—态度—行为”的传播学理论,就天津城市形象的影视宣传展开问卷调查,发现受众普遍认为影视取景地选择是宣传天津城市形象的有效途径。在分析日本正反两面经验的基础上,获得通过影视媒介塑造天津城市形象的几点启示:树立品牌形象,鼓励优质项目来津取景;整合优势资源,设置影视取景示范区;丰富取景景区内涵,开发配套文旅融合产品;紧密协同国家文化发展战略,努力讲好天津故事。

Based on the media theory of“cognition-emotion-attitude-behavior”,a public opinion survey is conducted on the publicity of Tianjin’s city image in film and television,and it is found that the audience generally believed that film and television shooting is an effective way to promote Tianjin’s city image.On the basis of analyzing the positive and negative experiences of Japan,the policy implication of shaping Tianjin’s image through film and television media is drawn:establishing brand image,encouraging high-quality projects to set scenes in Tianjin,integrating superior resources and setting up a demonstration area for film and television shooting and enrich the connotation of scenic spots and develop supporting cultural and tourism integration products.We will work closely with national cultural policies to tell Tianjin stories well.