摘要
基于符号学理论对爆款短视频进行影像文本的内容分析,并对其与城市文旅形象的耦合关系进行探究.研究表明,爆款短视频的符号能指主要表现为古典、民族、唯美或原生态,且其意指一般关联到大国意识、生态意识和自我意识;爆款短视频与城市文旅形象之间在符号体系框架内存在着相辅相成的耦合关系,表现为所指的纵向耦合、能指的横向耦合和意指的中心耦合;爆款短视频能有效强化和塑造城市文旅形象,而耦合了城市及其文化的短视频更容易成为爆款.
Abstract
This article analyzes the content of popular short videos based on semiotics theory and explores their coupling relationship with urban cultural and tourism images.Research has shown that the symbol signers of popular short videos mainly include classical,ethnic,aesthetic,and original ecology,and their meanings are generally related to national consciousness,ecological consciousness,and self-awareness.There is a complementary coupling relationship between short videos and urban cultural and tourism images within the framework of the symbolic system,manifested as vertical coupling of the sig-nifier,horizontal coupling of the signifier,and central coupling of the signifier.Popular short videos can effectively strengthen and shape the image of urban culture and tourism,while those that combine the city and its culture are more likely to become popular.
维普
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