新媒体时代下的杭州城市形象构建研究

Research on the Construction of Hangzhou City Image in the New Media Era

本研究以杭州为个案,结合参与式观察法和文献研究法,探讨在新媒体时代下如何优化和塑造杭州的城市形象。研究发现,利用新媒体的影响,对杭州城市形象的塑造具有巨大的推动作用。首先,通过各类视频网站对杭州人文及美食文化的搜寻等,可塑造出杭州所特有的人文气息形象;其次,通过旅游应用软件以及各类评论中对于杭州旅游景点的革新创新的展示,可塑造出杭州极佳的景色宜人形象;最后,从网红经济到线下实体经济,可带动杭州各大新老商圈的蓬勃发展,塑造出繁荣的经济形象。

This study takes Hangzhou as a case,combined with participant observation and documentary research methodology,to explore how to optimize and set up the image of Hangzhou in the era of new media.It is found that the influence of new media has a great promoting effect on Hangzhou city image molding.First of all,through various video websites to search for Hangzhou’s humanistic culture and dietary culture,we can build Hangzhou’s unique cultural atmosphere image.Secondly,through the innovation and innovation of Hangzhou tourist attractions in tourism APP and various reviews,the excellent scenery and pleasant image of Hangzhou can be created.Finally,from the internet celebrity economy to the real economy,it can drive the vigorous development of Hangzhou’s major old and new business circles and create a prosperous city economic-environmental image.