今日我們身處在一個影像化的時代,市民透過感官知覺來體驗城市的轉變。政府則藉由圖案、照片、影片等視覺傳播媒介傳遞政策與政績給市民。政府期望市民關注公共政策,並對施政產生價值認同,並藉此達到市政傳播的效果。城市意象的建立成為當今提升城市競爭力的有效策略。然而市民的城市意象為何?如何形成?與城市景觀有何差別?本研究採用質性研究方法「隱喻抽取技術」(ZMET),訪談六位城市行銷傳播人員,藉由圖像的視覺隱喻,挖掘出他們內心深層的心智模式,了解他們心中對高雄市的城市情感,並透過共識地圖的建構,彙集出多數人對高雄市城市意象的價值共識。研究發現,高雄市城市意象所呈現的價值共識,為「美感」、「浪漫」、「活力」、「快樂」、「幸福」以及高雄人的「草根性」。文中分析受訪者的總結影像及感官影像,所獲得的具體結論,可做為了解城市意象及市政府在規劃城市行銷傳播策略時的參考。
Today we live in a world full of images. Civilians experience city's changes across time through senses and perceptions. Government uses pictures, photos, films and other visual communication tools to convey policy messages. City government expects civilians to echo government's policy appeal. City images is an effective way of enhancing a city's competitiveness. But what city image actually lies in dwellers' minds has been relatively under addressed. How does city image differ with landscape?This study adopts Zaltman Method of Elicitation Technique (ZMET), a qualitative research method, to explore six Kaohsiung city marketers' mind maps through a series of elicitation process using visual materials. A consensus map of the six persons is then constructed, which reflects their perceived value of the city.Findings suggest that six prime values constitute Kaohsiung's city image: aesthetics, romance, vitality, happiness, sense of bliss, and grassroots. These core values can contribute to marketing strategies of the city hall.
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