Two Discourse Of National And Local In Constructing City Image

As the accelerated urbanization and the visual turn in culture, the city should be clearly positioned and communicated by TV to shape an effective city image. Due to different producers, the image of Nanjing in thematic film is influenced by two different discourses----the national one and the local one. This paper attempts to discuss how these two discourses work in building the city image of Nanjing.The first chapter analyzes the tendencies of the national discourse in shaping the city image of Nanjing. The agent of the National discourse----CCTV-----often put a city (such as Nangjing) into the framework of national history. This chapter take "City’s Memory and Reborn in 1949", "Nanjing 1937" and "To Keep the Craft" as cases. Through these three thematic films, we can infer that the national discourse tends to shape Nangjing as the land to conquest, the land with sadness of massacre and the land with exoticism culture."The second chapter analyzes the tendencies of the local discourse in shaping the city image of Nanjing.Not the same as the national discourse, the Nanjing city is shaped more proactive and comprehensive by the local government. Local governments tend to avoid the tragic history of Nanjing. This chapter take "Rereading Nanjing", "Jinling Melody" and "Jinling Context" as cases to conclude that the local government tend to construct Nangjing as a city of victory,culture and vitality.The third chapter analysis the new trend in image-shaping of Nanjing.After Nanjing getting the right to host the Youth Olympic Games in 2010, national discourse and local discourse coming to co-construct the city image of Nanjing. This chapter take t "The Nanjing City" and "Nanjing Youth Olympic promo" for examples, demonstrate that city image of Nanjing has relationship with both the national discourse and local discourse. The results of the "game" is that the country gradually accept the city image of Nanjing. To publicize The Youth Olympic Games in Nangjing take an opportunity to put the country’s image into the city image shaping.Finally, the paper summarizes the different discourses in Nanjing image.Then try to take some further suggestion in shaping the image of Nanjing.