图文城市中的形象塑造与叙事分析——基于微信公众号“WHatplus”的实证研究

Image Building and Narrative Analysis in the Graphic City——An Empirical Study Based on the WeChat Public Account“WHatplus”

自十九世纪末期,城市形象传播历经了三个阶段的演进,即移动互联网阶段、文字阶段、移动短视频阶段。相对于短视频阶段的城市形象传播而言,“图文城市”在影像化之后,其视觉和文字得到极大的扩展,它继承视觉传播、图像增益功能、传达作者真实感等丰富内容,满足了受众获取信息的需求。以微信公众号“WHatplus”为研究对象(正文简称“公众号”),对2020年11月至2021年11月期间公众号发布的244篇推文进行多维度分析发现,公众号采用了别出心裁的叙事技巧,将“视觉”与“表达”相融合推进受众深度阅读,从而形塑独特的武汉城市形象。

Since the end of the nineteenth century,city image communication has gone through three stages,namely the mobile internet stage,the graphic stage and the short video stage.Compared to the short video stage of city image communication,the visual text of the“graphic city”is greatlyexpanded with the visual presentation,it inherits rich content such as visual communication,image enhancement function,and conveying the author's sense of reality,which meets the audience's needs for information.In this paper,we use the WeChat public account“WHatplus”as the research object(referred to as“the public account”in the text),and analyse 244 posts published in the public accountfrom November 2020 to November 2021.The study found that the public account adopted a unique narrative technique,combining“visual”and“expressive”to promote deeper reading,thus shaping a unique image of Wuhan.