Culture of Song-styled charm is an important cultural symbol with Chinese style and Zhejiang identification.This paper takes the short video featuring culture of Song-styled charm in Hangzhou as the re-search object.A semiotic framework of multimodal attributes is adopted to model Hangzhou urban imaginary as evaluative attributes on TikTok.The analysis of 100 videos shows that the creators make full use of multi-modal verbal and visual resources to construct the urban imagination of Hangzhou based on the historical and cultural city and the dynamic modern city.The wide spread of the video on social media not only deepens the interaction between people and cities,but also further explores the symbolic value of Song-styled charm.It is helpful for Hangzhou to build up city brand and disseminate it on media based on cultural identity un-der the background of symbol economy.
关键词
宋韵文化/社交媒体/多模态/城市想象/品牌传播
Key words
culture of Song-styled charm/social media/multimodality/urban imagination/brand commu-nication
维普
万方数据