基于NOW语料库的杭州城市形象国际传播:演变与启示

Hangzhou Urban Image International Communication:Evolution and Enlightenment Based on NOW Corpus

借助NOW Corpus(News on the Web)语料库软件的整理、标注、检索和统计等功能,对国际新闻语篇中有关杭州(Hangzhou)的主题词进行量化统计和分析后可以看出,在20国领导人杭州峰会和2022年亚运会等国际事件的推动下,近十年国际媒体报道中的杭州城市国际形象经历了黏着共存、独立单一、多元独特三个阶段的演变。当前杭州城市国际形象的媒体“他塑”与城市自身内涵建设高度契合。杭州城市国际形象可借助新体育赛事,先以“创新活力之城”内涵快速占有时代性关注,再以“历史文化名城”内涵扩大延续性关注,提升杭州的城市国际影响力。

Based on the retrieval,annotation,statistics functions of the News on the Web(NOW)corpus software,the quantitative analysis of the theme words Hangzhou in the international news discourse in the past decade show that the international attention of Hangzhou city is greatly driven by international events like the G20,the Asian Games,and its image has undergone three stages of evolution:dependent and coexistent,independent and unitary,diversified and unique.At present,the media"other-sculpting"and"self-sculpting"of Hangzhou's urban image are basically in the same direction,though uneven in connotation distribution and unbalanced in region distribution.In the era of the Asian Games,the urban image of Hangzhou can quickly seize the attention with the connotation of"a city of innovation and vitality"by virtue of new sports events,and to make use of KOL to expand the sustained attention with the connotation of"a historical and cultural city"to enhance the international influence of Hangzhou.