A Study on the Construction of Urban Imagery in Digital Media from a
Semiotic Perspective-A Case Study of the Geographical Popular Science
Promotional Video What is Yibin?
FU Yuhang
(FU Yuhang Bejing Normal University - Hong Kong Baptist University United International College,
Zhuhai, Guangdong.China)
Abstract: Taking the geographical popular science promotional video What is Yibin? as theresearch sample and based on semiotic theories, this paper explores how digital media reconstructurban imagery through the dynamic narration of multimodal signs. It analyzes how the videobuilds the triple imagery of "a city of harmony between nature and humanity","a livable andmodern city" and "a dynamic city integrating tradition and modernity"by means of the organiccombination of spatial signs, cultural signs and industrial signs. The study finds that digital mediaempower the circulation of symbolic meanings through audio-visual grammar, narrativeframeworks and participation mechanisms, Meanwhile, it extracts a three-dimensional analyticalframework of "space-time-emotion",which provides a replicable communication paradigm forniche cities to break through in cultural tourism. This research not only expands the application ofsemiotics in dynamic media scenarios,but also offers new references for urban imageconstruction in the digital era.
Key words: urban imagery; digital media; Yibin
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