谁在言说:数字时代城市品牌传播的主体问题研究

Who is Telling the Story :The Subject of City Brand Communication in the Digital Era

面对数字时代城市品牌传播的丰富和复杂的现象,研究不能满足于围绕城市形象、城市营销展开,还需涉及其中的主体问题。本文就此展开初步的探讨,首先阐述城市品牌主体构成的集合体性质,揭示其作为城市认同资源的内在支撑,同时提醒异质性主体拓展城市品牌传播空间的潜能;其次,阐述平台技术和平台资本作用下产生的“新闲逛者”这类主体,他们正在改变传统的城市品牌内涵,并将新的生活方式和观念铭写于城市品牌之中;最后,引入技术哲学中技术自主性观念,阐述数字技术促成了融合主体,人与技术的融合作用于城市品牌传播的形式与内容。

In the digital era,city brand communication presents a rich and complex landscape that extends beyond the traditional focus on city image and marketing.To comprehensively understand this phenomenon,it is imperative to delve into the subject-related aspects.This article initiates a preliminary exploration in this direction.Firstly,it elucidates the collective nature of city brand subjects,shedding light on their intrinsic value as resources for shaping a city's identity.It underscores the potential of heterogeneous subjects to expand the realm of city brand communication,emphasizing the importance of inclusivity.Secondly,the article delves into the emergence of"new flaneurs"brought about by platform technologies and platform capitals.These individuals are reshaping the traditional essence of urban brands and imprinting fresh lifestyles and ideologies onto the city's brand identity.Lastly,the concept of"technological autonomy"from the realm of technological philosophy is introduced to illustrate how digital technologies foster convergence between individuals and technology.This fusion,in turn,impacts both the form and content of city brand communication,ushering in a transformative era in urban branding.