| It has become an important way for many domestic cities to seek for the promotion of"soft power"to establish a new positioning of urban image and explore the comprehensive transformation of urban image.Under the new media environment,a batch of "web celebrity"cities with natural and humanistic resource endowments emerge at the historic moment.Among them,Hefei deserves our attention.Hefei,capital of Anhui province,sub-center of Yangtze river delta city cluster,comprehensive national science center,is a strategic double-node city of"One Belt And One Road"and Yangtze river economic belt.In the past five years,Hefei has witnessed rapid development and continuous expansion of its economic aggregate.However,due to a variety of reasons,such as history,location,citizen image,and cultural development strategy,the problem that the"earthy"city label does not match the degree of urban modernization has gradually become prominent.In July 2017,amazon China released its mid-year book list,and Hefei topped the list of"most read cities"for two consecutive years.Hefei has led the country since amazon China published the list in 2014.Almost at the same time,the implementation plan of urban reading space construction in Hefei was issued,and the Hefei municipal government clearly proposed that"1 00 or so urban reading Spaces should be built by 2020 to build"Hefei"into a cultural brand with national influence.At the end of the same year,"the world's first Shared bookstore"landed in Sanxiaokou,Hefei,and exploded the media space,making the transformation path of Hefei's urban image increasingly clear.Based on city image communication perspective,starting from"earthy" Hefei stereotypes,through interpretation of Hefei city image transformation process,presents the process of reading space how to restore,the media space how to change,and the government,the personal behavior to where,to answer"how to better with the aid of cultural resources,transform the city image of" the problem.This paper analyzes the relationship between the image of a city and its communication in the process of its transformation and development from three aspects:entity space,media space,government and individual behavior.In terms of physical space,the author selected Yaohai book city,Sanxiaokou Xinhua bookstore and Paul's pocket independent bookstore with different operating properties,distinct characteristics and great influence.As an important way of city image communication,the change of space itself has a strong effect of communication.Media space,the author has chosen two Hefei local media reports in 2017 and 2018,through the analysis found that the local media in the process of"elegant city"construction,reported frequency increased significantly,more focused on reading space construction progress,culture promotion and so on,from the front shows a cultural confidence,forge ahead in Hefei.In terms of government and individual behavior,the author finds that government behavior has changed significantly in its orientation,planning and integration during the image building process of"scholarly city".Through the investigation of individual behavior changes,the author conducted in-depth interviews with 10 citizens by using the method of field investigation,and got to know the relationship between city image building and citizen behavior changes.From this,two points of thinking were triggered,and some opinions on the communication of city image in Hefei were put forward.Standing on the new historical starting point,playing a good"reading card",the role of Hefei city image transformation is self-evident.In the future,this role will be extended to more fields,including the construction of urban cultural system,etc.,which will also have a crucial impact on the improvement of urban comprehensive competitiveness.For a long time,how to make better use of the"scholarly Hefei"city card will become the focus and key whether Hefei can stand out among the numerous emerging cities in China. |
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