从“传统瓷都”到“青年文艺城市”：景德镇陶瓷符号赋能城市形象传播研究

From “Traditional Porcelain Capital” to “Youth Artistic City”: A Study on the Empowerment of Jingdezhen Ceramic Symbols in Urban Image Communication

摘要: 在文旅融合与城市品牌竞争日益加剧的背景下，如何发挥地理标志产品的文化价值与传播价值，成为城市形象建设的重要议题。文章以景德镇陶瓷为研究对象，基于符号传播与城市形象传播理论，采用文献研究法与案例分析法，系统梳理景德镇陶瓷的历史文化脉络与发展现状，探讨地标产品符号与城市形象传播之间的互动关系。研究发现，景德镇陶瓷已由传统产业产品逐步转变为承载城市文化认同与品牌价值的重要传播符号，并通过文化空间重构、IP化传播、跨界传播等路径持续赋能城市形象塑造。其中，陶溪川、三宝国际瓷谷等文化空间实现了陶瓷文化的场景化传播；博物馆文创、“无语佛”等案例推动了陶瓷符号的年轻化表达；跨界联名则进一步拓展了其传播边界与影响范围。研究认为，景德镇城市形象由“传统瓷都”向“青年文艺城市”的转型，本质上是陶瓷符号由产品符号向文化符号、再向城市品牌符号不断升级的过程。文章从地标产品符号赋能城市形象传播的视角，揭示了传统文化资源参与城市品牌建构的内在机制，丰富了地标产品与城市传播研究的相关内容，也为特色地理标志产品助力城市品牌建设提供了实践参考。

Abstract: Against the backdrop of deepening integration of culture and tourism and intensifying competition over urban branding, how to unlock the cultural and communicative value of geographical indication products has become a key issue in urban image construction. Taking Jingdezhen ceramics as the research subject, this paper adopts the methods of literature review and case analysis based on theories of symbolic communication and urban image communication. It systematically sorts out the historical and cultural context as well as current development status of Jingdezhen ceramics, and explores the interactive relationship between geographical indication product symbols and urban image communication. The study finds that Jingdezhen ceramics have gradually evolved from traditional industrial goods into vital communication symbols that carry urban cultural identity and brand value. They continuously empower urban image shaping through approaches including cultural space reconstruction, IP-based communication and cross-border communication. Cultural spaces such as Taoxichuan and Sanbao International Ceramic Valley realize scenario-based communication of ceramic culture; cultural and creative museum products and the “Wordless Buddha” cultural phenomenon advance youthful expressions of ceramic symbols; cross-brand collaborations further expand the communication coverage and influence of such symbols. This research argues that the transformation of Jingdezhen’s urban positioning from a “traditional porcelain capital” to a “youthful artistic city” essentially reflects the continuous upgrading of ceramic symbols: from product symbols to cultural symbols, and ultimately to urban brand symbols. From the perspective of urban image communication empowered by geographical indication product symbols, this paper reveals the internal mechanism through which traditional cultural resources participate in urban brand construction. It enriches research on geographical indication products and urban communication, and offers practical references for cities to build urban brands relying on distinctive geographical indication products.