“2019西安年”年俗灯会中的陕西形象传播研究.pdfVIP

摘 要 摘 要 大型节事活动具有地域文化浓、时间跨度大、传播面广等特征。随着中国国家竞 争力增强，城市之间竞争力也日趋增强，国内城市通过举办大型的节事活动，进行传 播城市形象，打造城市品牌。本文以“2019 西安年”年俗灯会为研究案例、运用文献 研究和案例分析法，对传播陕西形象进行系统的分析。灯会能够点亮一个城，灯会也 可以被视为一个城市年俗文化中的灵魂，灯会也是传播一个城市文化的窗口。利用灯 会的这种形式，古老与时尚科技相融合，将传统文化进行现代表达，来宣传西安，宣 传陕西。通过对年俗灯会文化历史发展梳理，以及对陕西的历史文化进行归纳，全面、 多视角的对研究内容充实，对传播的方式进行创新，增加受众感官体验，同时，让文 化得以升华，提升城市知名度。 本研究以西安城墙新春灯会为主，周边市区灯会为辅，通过年俗灯会来传播陕西 形象，把它的精彩的人物故事、饮食花样、服装形象等传播出去，使西安更具有影响 力，传承西安的本土文化，将西安以及陕西人的精神传承下去，同时让人们更加多样 化的了解西安这座古城，提升城市形象。在笔者实践作品中，紧扣年俗灯会中的陕西 文化元素，突破常规的传播方式更加新颖性，让受众在娱乐化的氛围下深入了解西安 这座文化之都。 关键词：西安年；城墙灯会；陕西形象；文化传播 论文类型：b I ABSTRACT ABSTRACT The large-scale festival matter activity has the region culture thickly, the time span big, the dissemination surfacebroad and so on the characteristics.Strengthens alongwith the Chinese country competitive power, between the city the competitive power also day by day strengthens, the domestic city through conducts the large-scale festival matter activity, carries on disseminates the city image, makes the city brand.This article take “2019 Xian years” the year vulgar lantern festival as the research case, the utilization literature research and the case analytic method, to disseminates the Shaanxi image to carry on the system the analysis.The lantern festival can lighten a city, the lantern festival also may regard as in a city year vulgar culture the soul, the lantern festival also is disseminates a civic culture window.Using lantern festival this form, fuses ancient with the fashion science and technology, carries on the traditional culture the modern expression, propagandizes Xian, propagandizes Shaanxi.Through combs to the year vulgar lantern festival culture historical development, as well as carries on the induction to Shaanx