城市竞争力是国家竞争力的主要组成部分，因此城市形象作为城市核心竞争力的重要资源性要素受到更多关注。个体实践与城市空间之间密切的关系成为移动媒介时代城市形象建构的重要特征。基于这一背景，本文采用质性研究方法，通过半结构式访谈与案例研究法收集研究数据，引入皮尔斯传播符号学理论探究政府、互联网平台与网络达人共同建设并传播网红城市形象过程中扮演的角色，在皮尔斯传播模式中代表的核心要素，不同合作模式下如何进行符号意义的生产、协商和共享。研究发现政府是城市经济活动与社会生活的组织者和管理者，决定城市发展战略与建设目标。因此，政府理应成为城市形象传播的主导者和符号发送者。其作用表现在形象定位、协调、把关、传播和维护等方面。互联网平台业务增长与企业发展的核心在于流量的获取与转化。平台擅长提供创意内容和流量的精细运。因此，互联网平台起到中介性、聚合性的辅助作用，在技术与创意方面提供支持，也是符号解释者。网络达人通过别出心裁的内容创作打造差异化的个人风格，收获大量粉丝。粉丝再传播扩大达人的符号传递实现意义衍义，同时增强其影响力。因此，网络达人是传播中内容探索者和符号解释者。利益相关者在城市形象符号化传播中呈现出互惠互利动态合作协商并生产符号意义，最终达成共同解释项。政府确定城市形象元素的符号化。互联网平台提供线上多维度、多视角维度的符号解释，拓展实地场景沉浸式体验。网络达人拆分符号以点切入进行故事化阐述以获得受众的情感的共鸣。在多方生产协商的互动中，不单是平等互利，而是共识与冲突，平衡与失衡交织的过程。大城市“出新”与小城市“出圈”传播现象中与独特的城市关键符号有关，将符号信息渗透到大众认知的每个阶段，对城市产生好感留下美好印象。网络热度很难长时间保持，从网红到长红、流量沉淀为存量，维系城市形象的可持续性经营，需要政府主动担当其责任在多个方面推动城市发展，建立起形象长远的影响力，促进城市发展。
Urban competitiveness is a major component of national competitiveness, so city image as an important resource element of city core competitiveness has received more attention. The close relationship between individual practices and urban space has become an important feature in the construction of city image under mobile media era. Based on this background, this paper mainly adopts a qualitative research method, collects research data through semi-structured interviews and case studies, and introduces the theory of Peirce's communication semiotics to explore 1) the roles played by the government, Internet platforms and internet celebrities in the process of jointly building and spreading the image of online cities, 2) the core elements represented in Peirce's communication model, and 3) how the production, negotiation and sharing of symbolic meanings are carried out under different modes of cooperation.The study finds that the government is the organizer and manager of economic activities and social life of the city, and determines development strategy and construction goals of the city. Therefore, the government should be the leader and symbolic sender of city image communication. Its role is manifested in image positioning, coordination, gate-keeping, dissemination and maintenance. The core of business growth and enterprise development of Internet platform lies in the acquisition and transformation of traffic. The platform is good at providing creative content and delicate transportation of traffic. Therefore, the Internet platform plays a mediating and aggregating auxiliary role, providing support in technology and creativity, as well as being a symbolic interpreter. Internet celebrities create a differentiated personal style through original content creation and gain many fans. The fans then disseminate and expand the symbolic transmission of an internet celebrity to achieve meaningful derivation and enhance his or her influence. Thus, an internet celebrity is a content explorer and a symbolic interpreter in communication. Stakeholders in the symbolic communication of city image present mutually beneficial dynamic cooperation and negotiation, produce symbolic meanings, and finally reach a common interpretation item. The government determines the symbolization of city image elements. The Internet platform provides online multi-dimensional and multi-view dimensions of symbolic interpretation and expands field scene immersion experience. Internet celebrities break down the symbols into points for storytelling to gain audiences’ emotional resonance. In the interaction of multiparty production and negotiation, it is not only equal and mutually beneficial, but also a process of consensus and conflict, balance and imbalance.The phenomenon of "new" in big cities and "out of the loop" in small cities is related to unique key symbols of cities, which penetrate into every stage of public perception and leave a good impression of the city. It is difficult to maintain the popularity of the Internet for a long time. From temporarily going viral to long-term popularity, to maintain the sustainable operation of a city’s image, the government needs to take on its responsibility to promote the development of the city in many aspects, establish long-term influence of the image, and promote the development of the city.
