基于场域理论的国际马拉松赛与城市形象传播策略研究

马拉松赛事不仅推动城市文化、经济、生态等方面发展,同时也成为传递城市形象、传播本土文化、提升城市文化软实力的重要途径。研究以西安国际马拉松赛作为个案,从传播仪式与场域理论出发,分析马拉松赛事作为传播场域在城市形象传播中产生的作用及效果。同时借鉴国内外著名马拉松赛事中的城市形象传播经验,以“赛事+城市”的互动视角,探索国际马拉松赛事中的城市形象传播的策略。

Research on International Marathon and Urban Image Communication Strategy Based on Field Theory

Marathon not only promotes the development of urban culture, economy, ecology and other aspects, but also becomes an important way to convey urban image, spread local culture and enhance the soft power of urban culture. Based on the case study of Xi ''an international marathon, this paper analyzes the role and effect of the marathon as a communication field in urban image building from the theory of ritual communication and communication "field". Meanwhile, by referring to the urban image communication experience of famous marathon events at home and abroad, this paper explores the strategies of international marathon events and urban image communication from the interactive perspective of city and race.