中文标题：社交媒体视角下的武汉总体城市意象特色研究
英文标题：Research on the Overall Urban Image Characteristics of Wuhan Based on Social Media Data

作者信息
李佳宇 广州市城市规划勘测设计研究院助理规划师
石芊 广州市城市规划设计有限公司助理规划师
郭文博 广州市城市规划勘测设计研究院主创规划师

摘要 面对城市特色危机和人本发展趋势，城市意象在公众认知研究中的作用日益凸显，它代表了公众对城市总体印象的认知，更代表了市民对城市高度认可的意象共识，而在以社交媒体为代表的信息媒介升级的背景下，意象研究获得了更科学、更人本的改进机遇。文章通过引入社交媒体数据，从理论辨析、技术支持、数据拟合三个层次出发，充分挖掘公众通过社交媒体数据反馈出的环境认知信息，形成由城市场景印象和攻略印象相结合的总体城市意象解析办法，借助“小红书”攻略与“抖音”短视频数据，对武汉市的总体城市意象进行剖析，总结出多亮点、三圈层协同的意象特色体系，并从中发现武汉城市意象的特征与相关问题，验证该方法的可行性与必要性。

关键词 城市意象；武汉；社交媒体；大数据；公众意象

Abstract Facing the crisis of urban characteristics and the trend of human-oriented development, urban image plays an increasingly prominent role in the study of public perception, and the urban image feature, which represents the public's overall impression of the city, represents the consensus of the image of the high degree of recognition of the city. With the upgrading of the information media represented by social media, image research has gained more scientific opportunities for improvement. By introducing social media data, the article fully taps the environmental cognitive information feedbacked by the public in social media data from the three levels of theoretical analysis, technical support and data fitting, and constructs the overall urban image characteristic analysis method combined with urban scene impression and strategy impression. With the help of the short video data of RED and Ticktok, this paper analyzes the overall urban image characteristics of Wuhan City, summarizes the image characteristic system of multiple highlight and three-circle coordination, and discovers the characteristics and related problems of Wuhan city image characteristics, and verifies the feasibility and necessity of this method.

Keywords city image; Wuhan; social media; big data; public image

来源：《城乡规划》2022 NO.1