跨文化语境下澳门城市形象的双线建构机制研究 一一以小红书为例

跨文化语境下澳门城市形象的双线建构机制研究

一一以小红书为例

李大强

(悉尼大学,新南威尔士州悉尼2050)

【摘要】在跨文化传播格局不断重构的背景下，社交媒体平台逐渐成为城市形象生产的重要场域。本文以小红书平台为研究对象，从跨文化传播视角出发，探讨澳门城市形象如何在多主体参与下形成“形式双线、时间双线与主体双线”协同运作的建构机制。通过对小红书澳门相关图文与视频笔记的内容分析与叙事分析，本文发现澳门城市形象并非简单呈现，而是在媒介结构、时间叙事与跨文化主体互动中被持续重构。研究认为，小红书构建出一种平台化城市形象生产机制，使澳门在全球语境下形成兼具历史深度与现代活力的城市形象。

【关键词】澳门;小红书;城市形象;跨文化传播

A Study on the Dual-Line Construction Mechanism of Macau's City Image in a

Cross-Cultural Context: A Case Study of Xiaohongshu

Li Daqiang

(The University of Sydney, Sydney, NSW 2006, Australia)

[Abstract] Against the background of the ongoing reconfiguration of cross-cultural communication,social media platforms have gradually become important sites for the production of city images.Taking Xiaohongshu as the research context, this study adopts a cross-cultural communicationperspective to examine how the city image of Macau is constructed through a coordinated mechanisminvolving "dual lines of form, dual lines of temporality, and dual lines of subjects" under multi-actorparticipation. Based on content analysis and narrative analysis of Macau-related posts, includingimages, texts, and videos on Xiaohongshu, the study finds that the city image of Macau is not simplypresented, but is continuously reconstructed through media structures, temporal narratives, andinteractions among cross-cultural subjects. The study argues that Xiaohongshu has developed aplatform-based mechanism for city image production, enabling Macau to form a city image thatcombines historical depth with modern vitality in a global context.

[Keywords] Macau; Xiaohongshu; city image; cross-cultural communication

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