美食类短视频对城市形象的塑造与传播研究

【作者】 冯玉丹；

【导师】 翁泽仁；

【作者基本信息】 贵州大学 ， 新闻与传播， 2025， 硕士

【摘要】 在数字媒介蓬勃发展的当下,短视频平台的崛起为城市形象塑造带来了崭新的契机与挑战,用户生成内容机制为城市形象传播提供了新型话语场域。其中美食类短视频因契合受众“民以食为天”的基础需求,成为城市形象的重要传播载体。本文以分析美食类短视频与城市形象二者之间的逻辑关系为研究基础,选取贵阳市为典型案例,综合运用内容分析法、案例研究法,旨在深入论证美食类短视频对城市形象的塑造机制与传播效能。本研究从城市空间、饮食基因、品牌叙事、市民精神四个层面,归纳出美食类短视频中贵阳形象的典型表征,即“巷陌迷宫与赛博天际交织的城市空间”“酸辣鲜香与洋芋狂欢的饮食文化基因”“林城绿廊与市井烟火的城市品牌”“热情大方与洒脱自如的市民形象”。而后从“认知-情感-行为”三个维度,对美食类短视频中贵阳形象的传播效果展开论述,发现美食类短视频解构了受众对贵阳形象的刻板印象、调适了其对贵阳形象的情感冲突、以及激活了受众的消费行为。基于上述对美食类短视频中贵阳形象的梳理发现,美食类短视频在塑造与传播城市形象的过程中存在两个主要的问题,本土创作者内容生产力滞后导致文化阐释主体缺位,以及多民族文化符号的浅层转化。本文针对这两个问题提出了相应的对策,在生产主体上要培育本地视频达人,在生产内容上要聚焦地方非遗美食。本研究结果不仅为西南地区的城市突破传播困境提供理论依据,也为其他城市的形象塑造与传播提供有益参考。更多还原

【Abstract】 In the current era of the flourishing development of digital media,the emergence of short-video platforms has brought about both new opportunities and challenges for the shaping of urban images.The user-generated content mechanism has provided a novel discourse space for the dissemination of urban images.Among these,food-related short videos have become an important carrier for transmitting urban images,as they align with the audience’s fundamental need that"food is the paramount necessity of the people."Based on an analysis of the logical relationship between food-related short videos and urban images,this paper selects Guiyang City as a typical case study.By employing a combination of content analysis and case study methods,it aims to thoroughly examine the shaping mechanisms and dissemination effectiveness of food-related short videos on urban images.This study summarizes the typical representations of Guiyang’s image in food-related short videos from four perspectives:urban space,culinary genes,brand narratives,and civic spirit.These are characterized as"an urban space interwoven with alley mazes and cybernetic skylines,""a culinary cultural gene of sour,spicy,fresh,and aromatic flavors amidst a potato celebration,""a city brand embodying the green corridors of the Forest City and the hustle and bustle of the marketplace,"and"an image of citizens who are warm,generous,carefree,and at ease."Subsequently,from the three dimensions of"cognition-emotion-behavior,"the paper discusses the dissemination effects of Guiyang’s image in food-related short videos,revealing that they deconstruct audiences’stereotypes of Guiyang,reconcile their emotional conflicts towards the city,and stimulate consumer behavior.Based on the above analysis of Guiyang’s image in food-related short videos,this study identifies two main issues in the process of shaping and disseminating urban images through such videos:the lagging content productivity of local creators leading to a lack of cultural interpreters,and the superficial transformation of multicultural ethnic symbols.In response to these issues,corresponding countermeasures are proposed,including cultivating local video influencers in terms of production subjects and focusing on local intangible cultural heritage foods in terms of production content.The findings of this study not only provide a theoretical basis for cities in the southwest region to overcome dissemination dilemmas but also offer valuable references for the image shaping and dissemination of other cities.更多还原