Research On Cultural Communication Innovation In Regional Image Construction ——Take Henan TV’s Series As An Example

At present,the status of regional image in regional competition is becoming increasingly prominent.The regional image with certain communication advantages can help to improve the audience’s awareness,reputation and loyalty to the region.At the same time,it can better attract resources for the region and promote all-round development.Henan satellite TV’s 2021 series of wonderful festival tour programs are popular throughout the network.Through the production,circulation and innovative communication of cultural symbols,the audience’s awareness and reputation of Henan regional image have been greatly improved.This study takes Stuart Hall’s representation and cultural cycle theory and ACTS model as the theoretical basis,and points out that the content producers have the idea and potential intention to shape the regional image and enhance the regional culture and political status in the process of cultural symbol coding.In the new media environment,it is necessary to integrate the dual identity of the audience as the coder and decoder,make the audience get cultural emotional resonance in the common meaning space through interactive design,further extend the settled cultural symbols in the field of cultural industry,and expand their new connotation in the new round of cultural symbol production cycle.On the basis of Stuart Hall’s semiotic theory,this research unifies the form and content of cultural communication innovation with the construction of regional image,and puts forward a universal analysis model of cultural communication innovation and regional image construction.This model integrates the innovation and communication of cultural symbols and the construction of regional image,and includes the evaluation of the audience.In this model,cultural symbols,communication channels and interaction design play a decisive role in shaping the regional image and the success of communication.Under the framework of this analysis mode,this study analyzes the content and form of cultural symbol communication of Henan satellite TV series programs,extracts the cultural symbols contained in Henan satellite TV series programs through text analysis,and summarizes them into five categories: character symbols,cultural relics symbols,landmark symbols,folk symbols and spiritual symbols,and summarizes the characteristics and advantages of different types of cultural symbols.In terms of the elements of the innovative communication form of cultural symbols,this paper analyzes the success of Henan satellite TV series program form innovation in shaping the regional image of Henan by combining various communication channels such as multi screen,cross screen interaction and short video traffic introduction,5G+AR and other new technical means to adapt to the new expression form of youth.In addition,this paper extracts the new media platform audience’s evaluation of Henan series programs and Henan regional image,and summarizes it into three evaluation indicators: regional recognition,regional reputation and regional loyalty,and concludes that cultural communication innovation has a positive impact on the construction of regional image.Finally,through the model and the innovative practice of Henan regional image culture communication,this study puts forward optimization strategies and suggestions for the internal and external communication of regional image in the new era.