基于文本成分距离的节事“官方投射形象-观众感知形象”比较研究

Comparing Official Projected and Public Perceived Images of Festival Events with Textual Compositional Distance

【目的】探究节事活动官方宣传的投射形象与观众分享内容的感知形象在不同形象维度上的差异与一致性。【方法】通过爬虫收集官方宣传数据与观众相关评论数据,采用扎根理论构建节事形象概念模型,通过文本成分距离计算分析各维度要素上的形象距离,量化分析节事观众感知形象和官方投射形象之间的差异,最后收集问卷数据对节事概念模型与文本成分距离分析结果进行多元数据的验证。【结果】节事形象包含节事、社会、场所三个维度和19个范畴,场所维度上“感知-投射”形象差异最大(4.349),社会维度上“感知-投射”形象差异最小(3.251)。【局限】以草莓音乐节为研究案例,数据量相对有限,未来考虑补充其他节事活动数据进行拓展。【结论】本研究为追踪和分析官方投射形象与观众感知形象的差距提供了有效的数据驱动的分析路径。

[Objective] This study investigates the similarities and differences between the projected image by official marketing activities and the perceived image by user generated contents. [Methods] First, we retrieved marketing data of festival events and related user generated contents with a web crawler. Then, we used the grounded theory to construct the model for festival event images. Third, we utilized compositional distance analysis to examine the distance between the projected and perceived images. Finally, we collected quantitative data to evaluate the proposed model and the compositional distance analysis results. [Results] We found that festival images had three dimensions of event, social, and location. Compositional distance of the location dimension is the largest, while the social dimension is the smallest. [Limitations] We only collected data from the Strawberry Music Festival. More research is needed to examine the proposed model with other festival events.[Conclusions] This research provides an effective data-driven method for tracking and analyzing official marketing strategies, i.e. the difference between the projected and the perceived images.