A Study Of Cultural Memory Theory On Zhengzhou City’s Image Communication Strategy

With the rapid development of China’s economy,the standard of living and spiritual culture of the people have been improved to varying degrees.At the same time,the process of urbanization is on the rise,and the competition among cities is fierce.City image communication has become the most important part of city development to improve the core competitiveness of cities.City image is the first impression of a city’s external communication,and the effect of its communication has a direct impact on the development of the city.As the capital city of Henan Province,the appearance,culture and image of the city of Zhengzhou are the epitome of the development of Henan Province.To make Zhengzhou more recognizable,it is necessary to make the simultaneous improvement of Zhengzhou’s hard and soft strengths an important strategic plan,among which external communication of Zhengzhou’s city image should take an important position.Based on the theory of cultural memory,this paper searches for the "cultural memory" of Zhengzhou city,explores the cultural value behind it,and further analyzes the relationship between city cultural symbols,cultural brands and city image by combining theories of semiotics and communication,and thoroughly discusses the theoretical basis of the relationship.We also analyze the relationship between city cultural symbols,cultural brands and city image through the combination of semiotics and communication theories.Then,we conduct a questionnaire survey on Zhengzhou city image from the perspective of city cultural memory,build an index system based on the three components of city conceptual image,city behavioral image and city visual image,extract the cultural elements of Zhengzhou city,and organize and analyze the collected samples to summarize the current situation and some problems faced in communicating Zhengzhou city image,and then propose strategies to actively communicate Zhengzhou city image in response to the problems.Then propose strategies to actively communicate the city image of Zhengzhou.The study found that:(1)Zhengzhou,as one of the national historical and cultural cities,has a good foundation for creating a personalized city image with its rich urban resources;(2)on the whole,the public’s perception of Zhengzhou’s city image is relatively optimistic,but the intuitive image of the city remains a superficial expression of the official positioning,and the level of understanding of the city’s culture is not ideal;(3)At present,the image communication of Zhengzhou mainly focuses on city management,city planning,food and sightseeing,etc.,and fails to integrate the characteristic culture of the city into the image construction,thus failing to improve the communication effect of the city image and the reception effect of the public;(4)Integrate the city’s "cultural gene" into the construction of the city’s image,in the process of image renewal,pay more attention to enhancing the memory,reproduction of culture in daily life,continuity and aesthetic comfort,fully play its cultural identity function,so as to achieve the purpose of carrying forward Zhengzhou’s historical lineage and cultivating its inherent cultural values,which is of great significance to the city’s construction and enhancing people’s good reputation for the city.