Research On The City-image Of Zigong:a Perspective On Zigong Lantern Festival

With the development of globalization,cities have gradually emerged as a city with a thousand cities,especially those in second and third tier cities that do not have sufficient economic strength.How to realize the differentiated development of the city and stand in the world city forest with a unique urban image,has become the development essence of each city.The folk culture of a city is a culture recognized by the general public in the long-term historical development and accumulation of the city.It is also the soul of the city culture,the core competitiveness that distinguishes it from other cities,and the element that shapes the unique city image.As the most representative folk culture of Zigong,the Zigong Lantern Festival is known as the “first light in the world” and is the core resource for shaping the image of Zigong City.This paper introduces the historical origin,development,artistic characteristics and operation mode of the Zigong Lantern Festival.Through questionnaires,in-depth interviews,field visits and other survey methods,the classic mass communication5 W model is used to communicate the main body of the Zigong Lantern Festival,including communicators,content,channel,audience and effect.This paper summarizes the history of the development and orientation of the city image of Zigong,analyzes the application of the Zigong Lantern Festival in the city image of Zigong by using the CIS identification system,and puts forward some suggestions on the imperfect parts.Finally,the brand image of Zigong Lantern Festival will be combined with the image of Zigong City,and the corresponding brand communication strategy will be proposed to provide some reference for the image shaping and communication of other second and third tier cities.