基于网络文本分析的重庆市网红打卡点空间感知研究

Research on Spatial Perception of Internet-famous Spot in Chongqing Based on Web Text Analysis

以媒介传播理论揭示网红现象、从管理营销视角建言网红打卡点持续发展等方面已形成一些研究成果,但对支撑打卡点网红化背后空间特征的挖掘仍需展开。对感知觉理论解读,梳理网络文本与感知觉关系基础上,建构了空间感知分析模型;通过整理重庆市4个典型网红打卡点的网络评价文本数据,从感知主题、感知情绪2个方面对打卡点进行解读,进而通过整体空间感知的总结,深入剖析数据背后呈现出的空间特征,揭示出新媒介传播方式下,具象征意义空间主题是网红打卡点IP的根本核心,强特征性空间要素则构成了网红打卡点主题的重要基础,并且该传播过程强化了目的性游览行为,并弱化个体空间感知的规律。

New media constructs have redefined t he concept of leisure a nd leisure a ctivities.In recent years,as the act of“clock in”has led to the“online sensation”phenomenon of some urban spaces,the results have broken through the traditional scope of travel attractions,and also confirmed the influence of online media communication on people’s choices of travel destinations(from traditional attractions to internet-famous spots).Therefore,it is important to focus on individual cases and analyze their spatial perceptions through the mining of corresponding online data.Previous researches have shown that some research results have been conducted to reveal the phenomenon of online sensation by media communication theory,and suggest the sustainable development of the internet-famous spots from the perspective of management and marketing.Meanwhile,new research tools have been formed by using big data generated by online media communication.Moreover,progress has been made in mining the value of a large amount of individual subjective information in the data.However,it is still worth exploring what kind of correlation should be established between online data and spatial perception,since there is a lack of research on data analysis to reveal the real spatial characteristics behind the phenomenon of online sensation of some spots.It is also worthwhile to summarize the spatial characteristics reflected by spatial perception.Spatial perception is the direct experience and feeling of the environment in a certain period of time.It is a process that can integrate perception and sensation.Through travel,spatial perception enters new communication in the form of online texts.Since the process of forming text has already completed the screening of a large amount of original spatial information,the parsing of web text data is actually the process of sorting out the chain between text and perceptual experience,and then digging out the spatial features that trigger specific perceptions.Firstly,it should establish spatial perception elements as the basic research unit based on the theory of association paths between perceptual and semantic representations in spatial experience,then analyzes and perceives the themes and emotions,and finally forms an analytical model of overall perceptual awareness.Secondly,Python,a programming language,is used to capture information such as text,rating,user ID and comment time of the four case web comments.On the basis of collating the web evaluation text data of four typical netizens’destinations in Chongqing,the perceptual themes of the four internet-famous destinations were summarized by high-frequency words,and their perceptual emotions were analyzed by semantic analysis.The result has shown that all the four hitting spots have their own unique spatial themes.The obviousness of the theme of each hitting spot is positively correlated with positive emotion.People can have rich experiences in each spot,but whether they can really“hit(clock in)”the spot successfully or not is crucial to the emotion.Also,the obvious spatial characteristics of the mountainous area are the material basis of the theme of the internet-famous spots,which can bring visitors rich spatial experiences.However,it is also easy to trigger polarized emotional reactions,like or dislike.On this basis,the overall spatial perception is summarized by semantic network relationship analysis,and the following three conclusions are obtained.First of all,the law of new media communication plays an important role in promoting the net popularity of the internet-famous spots.Although the richness of activity types is still one of the important means to increase the stickiness of the internet-famous spots,whether or not the theme has unique and symbolic meanings becomes an important core of the IP(Intellectual Property)of the internet-famous spots online under the influence of new media communication.Secondly,the spatial construction under the topographical constraints of Chongqing’s complex mountainous terrain is the internal cause of the uniqueness of the landscape,and this uniqueness has formed themes with strong symbolic for each case under the communication of the new media,making the two urban traffic node spaces become attractions in a non-traditional sense.At the same time,the themes of these cases in Chongqing are strongly related to the characteristics of material elements.These cases are also related to non-material elements,but not so obviously.Thirdly,the new media has changed visiting behavior of visitors and influenced their spatial perception.The word“clock in”is a high-frequency word common to all four cases.In the tour experience,visiting with the purpose of“clock in”can be interpreted as the next information dissemination for creation to a certain extent.The fast-forwarding“clock in”behavior itself forms a fragmented spatial perception,dissolves the temporality,and inspires people to participate in the“clock in”experience through the communication of new media of mutual feedback.This kind of round-trip communication constantly strengthens the visibility of the hitting spots’IP and continues to weaken the spatial perception of individual experience.