数字媒介驱动下网红城市饮食文化生产特征与优化策略——以长沙市为例

Characteristics and Optimization Strategies of Food Culture Production in Internet-Famous Cities Driven by Digital Media—A Case Study of Changsha City

摘要: 在数字媒介深度融合社会生活的语境下，饮食文化作为“网红城市”的重要吸引物，其生产的内在逻辑亟待理论回应。文章基于数字媒介理论，以长沙市为案例地，通过访谈与参与式观察，系统剖析了饮食文化生产特征与效应，并提出优化策略。研究发现，数字媒介通过“脱域”与景观化重构，促使物理空间的饮食文化生产消费超越传统“烹饪–食用”的二元结构，转化为高度符号化、视觉化的“超真实”景观，揭示了饮食文化生产从地理集聚向“人–技术–文化”深度耦合的虚实融合生态系统演进的内在机理，形成经济、文化、社会及异化效应，基于此，本研究提出了重构“橄榄型”网络权力结构，推动文化转译从“视觉奇观”走向“意义共生”，建立“政府–平台–公众–技术”四位一体的平衡治理格局，实现“长红”机制建立，最终推动网络从“流量经济”向具备自适应能力的“韧性网络”演进。本研究不仅深层次地揭示了长沙饮食文化生产特征与效应，也为数字媒介下城市饮食文化的可持续发展提供了实践启示。

Abstract: In the context of digital media deeply integrating social life, food culture as a key attraction in “internet-famous cities” requires theoretical exploration of its production logic. Based on digital media theory and using Changsha City as a case study, this research systematically analyzes the characteristics and impacts of food culture production through interviews and participatory observation, while proposing optimization strategies. Findings reveal that digital media facilitates the “decontextualization” and landscape reconstruction of physical food culture production, transcending the traditional “cooking-eating” binary structure to create highly symbolic, visualized “hyper-real” landscapes. This process demonstrates the intrinsic mechanism of food culture production evolving from geographical aggregation to an integrated ecosystem of “human-technology-culture” synergy, generating economic, cultural, social, and alienation effects. The study proposes reconstructing an “olive-shaped” network power structure, shifting cultural translation from “visual spectacles” to “meaning co-creation”, establishing a collaborative governance framework integrating “government-platform-public-technology,” and creating a “long-term popularity” mechanism. These approaches ultimately drive the transition from the “traffic economy” to the adaptive “resilient networks”. The research not only provides profound insights into Changsha’s food culture production dynamics but also offers practical implications for sustainable urban food culture development in digital media environments.