Research On City Band Communication Based On Communicability

Under the background of accelerated urbanization and intensified competition among cities in the new era,city brands are becoming more and more intangible assets and core competitiveness of cities.High quality dissemination of city brand is of great significance for grasping the initiative of urban competition and attracting and aggregating high-quality resources for urban development.The traditional urban brand communication mode is mainly influenced by the "structurefunctionalism" in the era of mass communication,and is dominated by the government.It has the problems of emphasizing utilitarianism over humanism and one-way communication over multi-party communication,which easily leads to the phenomenon of "self-talk" and is difficult to achieve the expected communication effect.This paper introduces the theoretical perspective of "communicative city" and proposes that urban brand communication based on communicability is a communication practice of co-construction,co-governance and sharing by multiple subjects.It tries to build a framework of urban brand communication based on communicability,with the core elements including communicative subject,communicative space,communicative time and communicative effect.The first chapter is the introduction,including research background,research significance,research methods and research ideas.The second chapter is a literature review,sorting out and discussing the research done by domestic and foreign scholars on"city brand" and"communicative city",and discussing the rationality of carrying out the practice of urban brand communication based on the core value of"communicative city".Chapter 3 to Chapter 6 attempts to establish a framework of urban brand communication based on the communicability.In terms of communicative subjects,emphasis should be placed on multiple integration,and mutual understanding and respect should be maintained for equal dialogue and communication between heterogeneous groups on urban brand.In terms of communicative time,it follows the principle of balance between ancient and modern,and proposes how to realize the integration of the history and reality of urban brand communication through clear brand positioning,shouting brand slogans,forming brand structure and telling brand stories.In the aspect of communicative space,the paper discusses the way to realize the interlocking of virtual and real in the communication of solidified space,flowing space and third space.The communicative effect pays attention to the multi-dimensional communication between urban brand and the countryside,the country and the world,and divides the evaluation of communication effect into three aspects:infrastructure,behavioral activities and perception evaluation.Chapter seven is the conclusion,which summarizes the whole paper and points out the shortcomings of this study and the future prospects.This paper takes Zibo City of Shandong Province,a typical representative of group cities in China,as a case.In order to achieve the city brand communication in multiple dimensions of integration,integration of ancient and modern,virtual and real interlaid and internal and external penetration of communication,focus on promoting the overall development of cities and people living in cities through high-quality urban brand communication,in order to provide reference for similar cities.