The Communicability Of Outdoor Slogans In Xiangyang City From The Perspective Of Media Geography

In urban media ecology,slogan has become an important communication carrier connecting the city,the government and the audience.Slogan is not only a kind of discourse practice,but also has the function of transmitting information.In the process of continuous development,slogan also forms a meaning community with public space and cities.Previously,communication studies mostly studied the textual significance of slogans,ignoring the communication function of slogans in urban public space.As a non-provincial capital city in central China,Xiangyang has a long history and rich cultural resources with a history of more than 2800 years.However,Xiangyang has not been successfully selected as the “National Civilized City”.This result is in sharp contrast to the numerous slogans in the city.Has the“communicability” of slogans been well conveyed? This paper takes this as the research background to understand the status quo and “communicability” of slogans in xiangyang urban area,so as to lay a solid foundation for better urban cultural propaganda.This paper takes urban slogans in Xiangyang city as the research object.From March to August 2021,field investigations were conducted in Xiangcheng District,Fancheng District and Xiangzhou District of Xiangyang City.A total of 593 photos of slogans were taken through field investigations in public Spaces such as Bendaemun,Micong Street,Gurongzhong and Mercury Tower community.After deleting repeated and blurred photos,464 valid slogans were retained as samples of this study.Then,through content analysis,the samples are analyzed from four aspects: content preference,media characteristics,geographical attributes and communication methods.In quantitative analysis of the present situation of xiangyang city signs at the same time,from the Angle of the audience in the form of questionnaire,the paper surveys the audience’s perception in the slogan,understanding and acceptance,and finds the different understanding by both sides signs in xiangyang city ecological,concluded the related factors affecting the slogan “communication”,and put forward the corresponding optimization measures.Through research and investigation,it is found that the audience prefers the communication method of “one-side prompt” and has “selective contact” with current political slogans.The effect of slogan communication will be different according to the audience’s educational background.The geographical location of the slogan becomes the main factor affecting the audience’s attention to the slogan.Audiences prefer the slogan content with local characteristics of Xiangyang.The research shows that slogans as information transmission channels are numerous,but the “communicability” needs to be improved,which is embodied as follows: the two sides of communication do not match on sensitive points of information.The presentation of communication fails to integrate the unique “urban attributes”.On the carrier of communication,the sense of ceremony and interaction created by media landscape is insufficient.Based on the above research,this paper proposes that the local government needs to work with the media to achieve “mass communication”,strengthen the regional cultural image to create a sense of historical weight,integration of modern technology,interactive new experience and other solutions.It is hoped that by detailing the development context and new direction of slogans in the urban ecological environment,the main body of slogan making can be inspired to optimize the communication content and highlight the “communicability” of urban slogans.