基于多通道信息感知下的城市品牌SOR美学设计研究

Aesthetic Design of Urban Brand SOR Based on Multi Channel Information Perception

目的媒介高度发展,社会公众的信息获取进入多通道信息感知时代。公众的信息来源错综复杂,信息结构混乱不堪,大大增强了城市品牌塑造的难度。通过SOR(Stimuli Organism Response)模型的设计和导入,可以破解受众的信息认知障碍,把城市品牌形象植入到受众的感知系统,实现城市品牌塑造的目的。方法基于SOR模型,采用SPSS数据分析法、文献研究法、探索性研究法对特定的受众进行实验与跟踪。通过SOR模型的刺激和调整,提高受众信息认知效果。结果通过多通道信息感知原理的运用,以城市品牌形象传播碎片化和城市周边等各个主题的拼接,本地化多元视角的结合,以视听一体化,味感一体化的多通道传播单元的组合,构建了“结构式”的城市形象传播框架,颠覆和重构了城市形象,并以基于多通道信息感知下的高效SOR模型,成功提高了城市品牌塑造的质量和速度。结论在当前多通道信息感知环境下,受众的信息获取异常混乱,城市品牌难以塑造,利用SOR模型对受众信息认知系统进行设计、建构与优化,有助于更快、更好、持续稳定的传播信息,实现城市美学品牌塑造的最终目的。

With the development of media,the information acquisition of the public has entered the era of multi-channel information perception.The complexity of the public information sources and the chaos of the information structure greatly enhance the difficulty of building city brands.The design and introduction of the SOR(Stimuli Organism Response)model can break through the information cognitive barrier of the audience,plant the city brand image into the perception system of the audience,and achieve the goal of building city brands.Based on the SOR model,SPSS data analysis,literature review,and exploratory research were used to conduct experiments and track specific audiences.Through the stimulation and adjustment of the SOR model,the effect of information cognition was improved.As a result,through the application of the principle of multi-channel information perception,the fragmentation of the city brand image and the splicing of various themes such as the city periphery,the combination of multiple perspectives of localization,and the integration of audio-visual,and the combination of taste-integrated multi-channel communication units,a"structural"urban image communication framework was constructed,which subverted and reconstructed the urban image.In addition,an efficient SOR model was built based on multi-channel information perception,which successfully improved the quality and speed of city brand building.In conclusion,under the current multi-channel information perception environment,the information acquisition of the audience is very chaotic,and it is difficult to build the city brand.It is helpful to spread in492 formation more quickly,better,more continuously and more steadily,and realize the ultimate goal of shaping the brand of urban aesthetics.