The Characteristics Of Urban Street Media Spectacle From The Perspective Of Communication

The rapid development of mobile Internet technology and the impact of the COVID-19 have promoted the networkization of social life.This change has led to the decline of physical urban space."Cloud experience" replaces "physical experience" and "image dissemination" is more important than "functional use"."Media landscape" which based on public aesthetics or "media events" with wide dissemination benefits guide the continuous generation of "internet celebrity" urban space,and even become the "standard configuration requirements" of many urban renewal projects."Internet Celebrity Street" is a representative phenomenon of this.However,when the "internet celebrity " effect brings certain economic benefits,it also leads to the decline of street space functionality,street scene fragmentization,symbolization and other problems.In this context,it has become an important research topic to understand the dissemination logic and essential characteristics behind this emerging phenomenon.Helping effectively optimize and manage it,and promoting the rational use and development of " internet celebrity " economy.Based on the above problems and opportunities,author attempts to study the phenomenon of street social media dissemination from the perspective of visual communication.Firstly,based on the cognition of the connotation attribute of street landscape,author combs the visual communication logic chain behind the street landscape,and defines the production and transformation logic of street landscape between virtual and physical environment.Secondly,through previous research,combing and combining the social media communication information data,build a street media landscape feature system in line with the media data communication and analysis logic.The system is divided into two levels: overall environmental cognition and internal order characteristics.Among them,the overall environmental cognition is recognized from two aspects: spatial distribution structure and style type cognition.The internal order characteristics are described in four aspects: Horizon elements,emotional image,social behavior and emotional preference.Then,it makes an empirical case analysis,obtains the social media data of Shanghai street landscape,and analyzes the characteristics of Shanghai " internet celebrity Street" from the two levels of overall environmental cognition and internal order characteristics according to the street media landscape feature system with the help of technical means such as geographic information analysis,text lexical analysis,image AI tag recognition and text semantic analysis.From the perspective of overall environmental cognition,the spatial distribution structure of street media landscape in Shanghai presents a multi-level distribution structure of "one main,three auxiliary and multiple points",which is mainly affected by the distance from the city center and the head heat value street spillover.The cognition of streets style type is summarized according to the dissemination content,which can be divided into four cognitive types: Commercial Street,waterfront landscape street,historical & cultural street and life & leisure street.The overall street landscape presents a network cognitive structure of "taking the popular street as the core and taking the historical and cultural street as the leading".From the perspective of internal order characteristics,among the visual elements of street media landscape in Shanghai,place characteristics and catering elements have the strongest visual attraction.The perception of street emotional image pays more attention to quality connotation than material space.In street social behavior,taking photos and visiting has become the main way of public experience in street space.The overall performance of all types of street emotional preferences is positive,and the negative comments are closely related to the commercialization of street space brought by online popularity;Among the four types of streets,commercial streets have the strongest network dissemination ability and the lowest feature richness,while waterfront landscape streets have the highest feature richness.Finally,according to the analysis results of street view characteristics and the interpretation from the perspective of dissemination,this paper analyzes the current situation and problems of " Internet Celebrity Street" in Shanghai,and puts forward some suggestions on optimizing management.