城市品牌传播多模态语料库建构——以广西桂林为例

Construction of a Multimodal Corpus for Urban Brand Communication—A Case Study of Guilin, Guangxi Zhuang Autonomous Region

摘要: 智媒重塑传播格局，多模态符号资源对构建城市品牌具有十分重要的意义。桂林2021年启动世界级旅游城市规划，短视频成为主流传播载体，却缺乏系统的语料整合与分析工具。基于此，本文以“世界级·山水生态历史文化名城”品牌为核心，从符号学的视角，构建桂林旅游城市品牌专属多模态语料库，聚焦两个核心研究问题展开探讨，为旅游城市品牌多模态传播提供精准的实证参考与优化路径。

Abstract: The intelligent media landscape is reshaping communication paradigms, rendering multimodal semiotic resources increasingly significant in the construction of city brands. Since Guilin initiated its plan to become a world-class tourist city in 2021, short videos have emerged as a mainstream vehicle for city communication. However, there remains a lack of systematic corpus integration and analytical tools. Therefore, in response to this gap, this paper adopts a semiotic perspective to construct a dedicated multimodal corpus for the Guilin tourism city brand, centered on the core brand identity of “World-class Landscape Ecology, Historical and Cultural City.” It investigates two key research questions, aiming to provide precise empirical references and optimization pathways for the multimodal communication of tourist city brands.