Strategic Research On New Media Art Of City Image-Shaping

With the rapid development of the city, while promoting economic progress, the city’s soft power is constantly strengthened. In the time of more and more intense urban competition,the good city image is very important to the development and stability of every level of the city. There are many monographs on the image of the city, although the scholars have different views,it has become a common understanding to explore the city imaget in the new media context.Each phase will appear different new media,now the Internet technology developed with a explosive growth.,new media replaces the traditional media or integrates with it. Under the background of big data, based on internet, the multimedia technology become an art media,which helped art release and dissemination of the art informationThis paper first expounds the related theories of urban brand image and new media art definition and historical change,separately from city visual identity system, environment system, urban culture system and participation city festival activities to explain how new art media help the city image shaping. With the support of the theory of vision and semiotics,there is a detailed discussion of the use of new media art in isual symbols and City Sign Design,and then explain how new art media participates in the design of the outdoor advertisement and the urban night-lighting,and how to use new media art in city large festival activities,respectively, to strengthen the image of the city, hoping in the past study mode develop innovative and practical effect of the path, can be used as a universal application of the law in the modern city image mold.