Urban Public Space And "Structures Of Feelings" In Communication Perspective

In this study, the Shanghai International Arts Festival as the main object to explore, analyze the significance and impact of the arts festival produced in the city culture. Through the China Shanghai International Arts Festival and content text data compilation and field research, using in-depth interviews, text analysis, humanities and social sciences research methods, combined with mass communication theory, Structures of Feeling (Raymond Williams) to analyze the impact of urban arts festival temperament, urban brand management.World neoliberal globalization guide makes art embarked on the road, but under Chinese conditions, there are many features about the Shanghai International Arts Festival is bound to require it to take into account its economic functions and artistic functions. The study found that the effect on the media, the Shanghai International Arts Festival both positioning and brand management strategies of public culture of the city, to help enhance the competitiveness of the city from the contemporary art level, so that the essence of innovation, "city card" full of excitement popular, has become spread the image of the local media platforms. In terms of public social aesthetic, the Shanghai International Arts Festival’s influence on public space has become increasingly evident, and with the media arts policy, capital and public relations linked, especially public arts educational subproject expanding to meet the ordinary viewer, especially young audiences craving for urban aesthetics of knowledge and experience. Another popular participation and behavior by watching the activities of the analysis also found that the city cultural events can bring together public and foster community identity because of similar hobbies and experiences generated gradually become part of lifestyle, which may affect the entire city "emotional structure" groups.