符号修辞视角下容县侨乡形象建构研究

Research on the Image Construction of Overseas Chinese Hometown in Rong County from the Perspective of Symbolic Rhetoric

城市形象是城市综合影响力的体现,它包含政治、经济、社会、文化、人民生活各个方面。容县是广西第一大侨乡,这里历史悠久,有着丰富的侨乡特色文化资源。该文着眼于容县对外传播、构建侨乡形象的过程,分析了其侨乡渊源和优势条件,并列举了文旅传播、媒体传播、海外传播、品牌建设等具体措施,发现容县建构侨乡形象的过程中存在交通设施有待完善、新媒体传播效果不佳、海外传播不够主动、形象构建的可持续性低等问题。针对这些问题,基于符号修辞语境,对容县侨乡形象构建提出改善交通条件和基础设施建设、优化新媒体传播内容与方式、让侨乡文化“走出去”、吸引和培养相关人才等优化建议。

Rong county is the largest hometown of overseas Chinese in Guangxi,which has a long history and has rich characteristic cultural resources of the hometown of overseas Chinese.The city image is the embodiment of the comprehensive influence of the city,which includes all aspects of politics,economy,society,culture and people's life.This paper focuses on the process of external communication and building the image of overseas Chinese hometown,analyzes the origin and advantages of its hometown of overseas Chinese,and lists the specific measures such as cultural tourism communication,media communication,overseas communication and brand construction.It is found that in the process of constructing the image of the hometown of overseas Chinese in Rong county,there are some problems of transportation facilities to be improved,poor effect of new media communication,lack of active overseas communication,and low sustainability of image construction.Based on the context of symbolic rhetoric,this paper puts forward some optimization suggestions on improving the construction of traffic conditions and infrastructure,optimizing the content and mode of new media communication,making the culture of overseas Chinese "go out",and attracting and cultivating relevant talents.