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          人民時評:“網紅城市”如何“長紅”?(申論推薦閱讀)

          http://www.9999gx.com       2019-07-18 14:47      來源:人民網
          【字體: 】              

            7月18日國家公務員考試申論時評閱讀推薦:人民網發表題為“‘網紅城市’如何‘長紅’?”的評論文章,閱讀本文對公務員考試申論寫作能力培養和申論熱點把握有一定的幫助。


            “網紅城市”如何“長紅”?


            重慶,113.6億次;西安,89.1億次;成都,88.8億次……在某短視頻平臺公布的2018年城市形象短視頻播放數據中,中西部城市表現亮眼。短視頻傳播助力“網紅城市”脫穎而出,引發人們對城市形象傳播的思考。


            從眼花繚亂的“8D魔幻立交”到瀟灑爛漫的“橘子洲焰火”,再到清新自如的“小酒館”,“網紅城市”之所以能火會紅,與自帶流量特征的城市地標和娛樂休閑元素密不可分。包括短視頻在內的移動媒介憑借著高互動、強社交屬性,充分調動了用戶記錄和發現城市魅力的積極性,城市形象也因此得以廣泛傳播。


            當然,許多“網紅城市”之所以榜上有名,除了城市魅力、網友好奇等天時、地利因素,城市自身的主動作為同樣不可忽視。當全媒體時代撲面而來,突破傳統的城市形象傳播定式,顯得尤為重要。比如重慶從今年3月起啟動了為期半年的區縣“曬文化·曬風景”大型文旅推介活動,借助社交媒體平臺展示重慶的“顏值”與“氣質”。在信息爆炸背景下,“酒好也怕巷子深”。城市積極運用新媒體講好城市故事,同網友自發傳播形成共振效應,有助于抓住眼球、吸引流量,實現城市品牌的海量傳播。


            重視傳播,同時也要正視傳播,特別是不以營銷論成敗。靠營銷走紅固然值得稱道,但也不宜過度拔高城市營銷的價值。正如有人指出的,“無論是千年古都、漢唐文明積淀的西安,天府之國成都,還是巴渝之地山城重慶,都很難用‘網紅’一詞簡單概括”。“網紅城市”的超高人氣,其實是城市文化底蘊、經濟實力、人口規模乃至科技進步等一系列因素綜合作用的結果。沒有人們對豐富的文化生活和精神食糧的新需求,就不會有風靡網絡的打卡浪潮;沒有對傳統文化的創造性轉化和創新性發展,就沒有文旅、文創產品的驚艷亮相,就很難吸引游客真正心向往之;沒有基礎設施和交通便利,“千里一日還”就不可能實現,體驗性消費同樣無從談起……


            由此而言,“網紅城市”的誕生,從根本上說是城市高質量發展的必然。塑造和推廣城市形象,決不能只顧面子不顧里子,只顧形式和手段不在意內涵和底蘊。一位建筑學家說得好:“城市是一本打開的書,從中可以看到它的抱負。”要想打造出獨具特色的城市品牌,必須做好高質量發展的大文章,從軟文化到硬產業,從大城建到微治理,從煙火氣到時尚感,方方面面的沉潛功夫都不可忽視。


            更重要的是,“網紅城市”如何“長紅”?跟風打卡看似熱鬧,但迎合公眾注意力產生的“網紅”,其生命周期注定很短暫。如果不注意把握“有意義”與“有意思”的辯證關系,徒有形式熱鬧,可能只會是曇花一現。有的地方曾經靠著特色古城、獨特街區等概念紅了一陣子,卻因為極度商業化、管理失位、低俗營銷等問題又冷清了起來。事實證明,如果城市營銷迎合庸俗、放縱低俗、過度娛樂,必然自毀形象、走入歧途。


            一位城市主政者曾這樣感慨:“如果我們錯過一個時期,整個城市發展將錯過一個時代。”在信息技術變革、經濟社會變革的交織影響下,一個城市如何延展好自己的優勢、傳播好自己的特色,主動作為、積極創新是不二法門。“網紅城市”作為見證城市創新形象傳播的生動案例,是一個開始而不是終點。展望未來,必會有更多講好城市故事的成功示范。


            以上就是這篇時評的完整內容,公考通(www.9999gx.com)希望這篇時評對考生把握申論熱點問題,提升申論寫作的語言表達能有所幫助。



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