Open Access Article
Modern Social Science Research. 2025; 5: (1) ; 178-180 ; DOI: 10.12208/j.ssr.20250050.
On the construction of city branding through promotional videos under the guidance of narrative paradigm—a case study of Zhoushan archipelago new area
论叙事范式理论观照下城市品牌在宣传视频中的建构——以舟山群岛新区为例
作者：
杨薏垚,
沈嘉纯 *
浙江药科职业大学 浙江宁波
*通讯作者：
沈嘉纯,单位：浙江药科职业大学 浙江宁波；
发布时间: 2025-01-27 总浏览量: 288
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摘要
城市宣传片以其独特的视觉、听觉与文本效应展示了一座城市的历史、文化、现状与未来，在塑造城市品牌上扮演着日益重要的角色。在叙事范式理论指导下，本研究运用多模态话语分析法对舟山的城市宣传片进行了实证研究，发现舟山宣传片在叙事连贯性与忠实性上存在不足，城市品牌建构的实践效果有待提高，尤其体现在城市定位不一致、叙事缺少说服力、城市独特性缺失和竞争优势缺乏等方面。作为一座蕴含独特海洋与旅游资源的海港城市，成功的舟山宣传视频将为其他城市的品牌建构与传播提供范例与参考，从而提升这些城市的总体竞争力。
关键词： 城市品牌；建构；宣传视频；叙事范式
Abstract
City promotional videos, showcasing the history, culture, current situation, and future of a city through their unique visual, auditory, and textual effects, are playing an increasingly important role in city branding. Guided by the framework of narrative paradigm, this study used the multimodal discourse analysis method to empirically study the promotional videos of Zhoushan and has found that Zhoushan promotional videos have shortcomings in narrative coherence and fidelity. The practical effect of urban brand construction needs to be improved, particularly in the fields of consistent city positioning, compelling story-telling, uniqueness and competitive edge. As a port city with unique ocean and tourism resources, the successful Zhoushan promotional videos will provide examples and references for the brand construction and dissemination of other cities, thereby enhancing their overall competitiveness.
Key words： City branding; Construction; Promotional videos; Narrative paradigm
参考文献 References
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引用本文
杨薏垚, 沈嘉纯, 论叙事范式理论观照下城市品牌在宣传视频中的建构——以舟山群岛新区为例[J]. 现代社会科学研究, 2025; 5: (1) : 178-180.