社交媒体对旅地意象建构的影响及对策——以“丁真现象”为例

Influence and Countermeasures of Social Media on the Construction of Image of Travel Destination:Taking"Ding Zhen Phenomenon"as an Example

随着媒介技术的飞速更迭,诗和远方的美好场景更加便捷、直观地展现在大众眼前,旅地与城市固有的物理空间限制逐渐被消解。在“时空压缩”的情境下,“数字地方感”呈现在世人面前,即地方感在网络时代被重新定义与建构。当数字技术成为现代旅游地“空间制造”的实践主体时,两者呈现出新的结构性耦合关系。文章从阐述旅地意象和地方感的关系、社交媒体对旅地意象建构的重要性着手,以“丁真现象”为例,运用基于微博数据抓取和内容分析的数字技术量化、解析研究方法,探讨社交媒体因“丁真”热度而建构的旅地意象过程和公众在旅地意象建构的情绪反映,指出社交媒体通过对旅地意象的集体记忆书写形成媒体朝圣的现象,进而给丁真的家乡“理塘县”贴上“田园牧歌式文化”的网红地方感标签。

With the rapid change of media technology,beautiful scenes of poetry and distant places are more conveniently and intuitively presented to the public,and the inherent physical space constraints of travel destinations and cities are gradually eliminated.In the context of"time-space compression",it is replaced by a"digital sense of place",i.e.,the sense of place is redefined and constructed in the Internet age.When digital technology becomes the practice subject of"spatial manufacturing"in modern tourist destinations,the two present a new structural coupling relationship.This paper starts with the relationship between the image of the travel destination and the sense of place,and the importance of social media in the construction of the image of the travel destination.Taking the"Ding Zhen Phenomenon"as an example,through digital technology quantification and analytical research methods based on microblog data capture and content analysis,it explores the process of travel image constructed by social media due to the popularity of"Ding Zhen",and the emotional reflection of the public in the construction of the image of travel destination.It summarize the collective memory writing of the image of travel destination by social media and forms a phenomenon of media pilgrimage,and ultimately labels Ding Zhen's hometown,Litang County,as a"pastoral culture"internet-celebrate place.