摘要
面对新媒体传播与营销带来的新机遇,探寻新媒体传播与城市空间的互动机制,为今后的城市更新提供新的视野与方法。通过梳理新媒体传播影响下的城市空间结构的转变及城市更新模式的转型发现,城市热点空间分布趋于分散,城市更新由传统的圈层辐射式更新逐渐转向多中心针灸式更新。在长沙独特的“后现代主义城市营销”背景下,以标星立场为代表的长沙老旧住宅呈现出“虚实二阶态”的空间生产模式,并摸索出“社会-经济-文化”三元协同的更新策略,从建筑风貌塑造、空间潜力释放、文化场景建构三个层面搭建起空间内容生产与传播的闭环,为老旧住宅更新带来新的生机。
The new media industry is booming due to the promotion of the internet and contemporary information technologies,accompanied by an increasing relationship between new media and urban space.With the rise of new media marketing,physical spaces have gradually evolved into carriers for media communication,and spaces with explicit symbols have become pivotal drivers of information dissemination.Spaces with a strong visual impact and immersive experiential scenarios often can garner more internet traffic and attention in the virtual world,thus revitalizing the offline physical environment.Consequently,new media communication and marketing have become critical factors influencing the rise and decline of urban spaces.Exploring the interactive mechanisms between new media communication and urban spaces and identifying methods and pathways for new media to engage in urban spatial production has transformative significance for urban renewal in the future.A systematic analysis of the forms and characteristics of new media communication found that new media communication is essentially content production and sharing of users under the"crowdsourcing"mode,focusing on winning more internet traffic and scenes.Under this circumstance,public perception of urban spaces has shifted from traditional on-site experiences and word-of-mouth to a complex interplay of virtual and physical information.Urban spaces are not only simple functional containers for living,working,or transportation,but they have also been transformed into intentional media and venues for social interaction.Due to the dissemination and marketing of new media,it is possible to realize the"virtual agglomeration"of physical spaces with low accessibility in reality.Human-human and human-space interactions can transcend restrictions of spatial location and accessibility,thus making corner spaces in cities"visible".The reproduction of urban spaces is not limited to geological locations,locational conditions and traffic networks.Internet traffic has increasingly prominent effects on urban space.Urban renewal is also shifting from a traditional concentric mode to a polycentric"acupuncture-style"mode.In this process,spatially catalytic nodes with diverse identities and rich scenarios stand out in the new media era,exerting broader influence to revitalize entire districts.The unique postmodern urban marketing strategy in Changsha has facilitated a paradigm shift from"geographic space"to"cultural symbol",emphasizing the fusion of"micro-narratives"and"localized characteristics"during the production of urban space to convert short-term internet traffic into long-term values.Old residential areas in Changsha,represented by Chaozong Street Star Position,show a spatial production mode of"dual virtual-physical states".Moreover,a"social-economic-cultural"integrated renewal strategy is adopted to establish a closed-loop system for spatial content production and dissemination through architectural revitalization,spatial potential activation,and cultural scenario construction.This brings new vitality to the renewal of old residential areas.The development of mobile internet and new media communication has created opportunities for niche architectural practices and innovative urban renewal.By creating artistic interactive scenarios that cater to public curiosity,designers use internet platforms for marketing and promotion to attract public attention and dissemination and increase network popularity of virtual spaces,thus driving offline spatial consumption and business operation.This path can effectively overcome challenges and difficulties in renewing old residential areas in Changsha and provide new perspectives and methodologies for future urban renewal.
作者
严湘琦
李佳
王迪
李耀华
YAN Xiangqi;LI Jia;WANG Di;LI Yaohua
出处
《南方建筑》
北大核心
2025年第6期42-49,共8页
South Architecture
基金
湖南省自然科学基金资助项目(2023JJ60571):基于“双碳”的城市更新片区详细规划技术与机制响应研究
湖南省自然资源厅科技项目(20230103GH):城市更新片区详细规划全周期动态治理规划方法体系研究。
关键词
新媒体传播
长沙老旧住宅
空间消费
更新策略
new media communication
old residential areas in Changsha
spatial consumption
renewal strategy
