“海滨邹鲁”:城市文化形象的叙事建构

“Coastal Zou Lu”:Narrative Construction of Urban Cultural Image

如何提升城市形象的建构,是城市文化传播的重要议题。“海滨邹鲁”符号的产生与运用,对城市形象的建构具有较大的历史叙事作用。随着符号的泛用和社会环境的改变,“海滨邹鲁”符号的标出性日益衰减,文本可信度存疑使接收者接受度不高,过去向度叙事无力引领未来建设,城市文化形象的叙事建构有待创新。反思此情况,一要减少“他者化”的被动生成,增强“自我化”的主动建构;二要基于客观条件,聚焦发展定位,围绕城市目标形象叙事;三要创新符号与话语,科学展现城市文化的特色性。

How to improve the construction of city image is an important topic of urban culture communication.The emergence and application of“Coastal Zou Lu”symbol has a great historical narrative effect on the construction of city image.With the widespread use of symbols and the change of social environment,the markedness of the“Coastal Zou Lu”symbol is declining and the receiver’s acceptance is not high because of the doubts on the textual credibility.The weakness of past orientation narration cannot lead the future construction.The narrative construction of the urban cultural image needs to be innovated.First,we should reduce the passive generation of“otherness”and strengthen the active construction of“selfness.”Second,we should focus on the development orientation,and narrate around the city target image based on the objective conditions.Third,we should innovate symbols and discourses to scientifically demonstrate the characteristics of urban culture.