智能媒体时代城市形象传播新思路--以合肥“科创之城”传播实践为例

A Case Study of New Ideas for Urban Image Communication in the Al-driven Media Era

城市形象是提高城市竞争力,促进城市经济发展的重要助力。智能媒体时代,由于智能媒体的五“强”五“多”特性,城市形象传播从过去的政府主导转向人机协同、全员参与、动态调整阶段。鉴于经典的三级传播模型与金字塔模型在当下智能媒体语境中的解释力逐渐减弱,城市形象传播需要新的框架思路引导--新三级传播模型。以合肥为代表的城市形象传播实践证明了该模型的适用性,且合肥“科创之城”城市形象传播呈现出自塑与TA塑、塑形与矫形、自传与TA传相结合的特征。

City image serves as a significant driving force to enhance urban competitiveness and promote urban economic development.In the Al-driven media era,due to the“five areas of strength”and“five areas of improvement”of Al-driven media,the transmission of city image communication has shifted from being government-led in the past to human-machine collaboration,full participation,and dynamic adjustment.Considering that the explanatory power of the classic three-level communication model and pyramid model has gradually weakened under new contexts,the current urban image communication requires a new framework,that is,the new three-level communication model to guide it.By using this framework to analyze city image communication practices represented by Hefei,it is found that its communication of its urban image as“a city of science and innovation”demonstrates a combination of self-shaping and external shaping,image shaping and image correction,as well as selfpropagation and others’propagation.