符号学视角下数字媒介中城市意象构建研究以地理科普宣传片《什么是宜宾?》为例

符号学视角下数字媒介中城市意象构建研究以地理科普宣传片《什么是宜宾?》为例

A Study on the Construction of Urban Imagery in Digital Media from aSemiotic Perspective-A Case Study of the Geographical Popular SciencePromotional Video What is Yibin?

作者: 付宇航(北师香港浸会大学，广东珠海，519087)

关键词: 城市意象;数字媒介;宜宾 urban imagery; digital media; Yibin

摘要:以地理科普宣传片<<什么是宜宾?>>为研究样本，从符号学理论出发，探讨数字媒介如何通过多模态符号的动态叙事重构城市意象。分析其如何通过空间符号、文化符号和产业符号的有机组合，构建"自然人文和谐之城""宜人宜居现代之城"与"古今交织动力之都"的三重意象。研究发现，数字媒介通过视听语法、叙事框架与参与机制，为符号意义的流动赋能。同时提炼出"空间-时间-情感"三维分析框架，为小众城市文旅破圈提供了可复制的传播范式，不仅拓展了符号学在动态媒介场景中的应用，也为数字时代的城市形象建构提供了新的参考。

Abstract:  Taking the geographical popular science promotional video What is Yibin? as theresearch sample and based on semiotic theories, this paper explores how digital media reconstructurban imagery through the dynamic narration of multimodal signs. It analyzes how the videobuilds the triple imagery of "a city of harmony between nature and humanity","a livable andmodern city" and "a dynamic city integrating tradition and modernity"by means of the organiccombination of spatial signs, cultural signs and industrial signs. The study finds that digital mediaempower the circulation of symbolic meanings through audio-visual grammar, narrativeframeworks and participation mechanisms, Meanwhile, it extracts a three-dimensional analyticalframework of "space-time-emotion",which provides a replicable communication paradigm forniche cities to break through in cultural tourism. This research not only expands the application ofsemiotics in dynamic media scenarios,but also offers new references for urban imageconstruction in the digital era.

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