CAJ | 학술논문

本文主要论述了新媒介环境下的地域形象传播的模式转型问题。针对中国城市化发展的二次城市化同步的特殊性，论述了当前城市品牌塑造的重实体、轻符号的问题。针对后进城市的特征及其所面临的新媒介传播环境，本文结合符号学与广西近年的发展现实，提出了当前二次城市化并行背景下重构符号指称、强化符号原创等城市品牌符号化设计传播策略。
본문주요논술료신매개배경하적지역형상전파적모식전형문제。침대중국성시화발전적이차성시화동보적특수성，논술료당전성시품패소조적중실체、경부호적문제。침대후진성시적특정급기소면림적신매개전파배경，본문결합부호학여엄서근년적발전현실，제출료당전이차성시화병행배경하중구부호지칭、강화부호원창등성시품패부호화설계전파책략。
This essay mainly discusses the model transformation of geo-symbol in transmission of urban brands under new media environment .Due to the specialty of China’s development of urbaniza-tion in the second wave ,it probes into the problems of valuing entity but belittling symbol in the course of molding urban brands .In view of the features of the backward cities as well as the transmis-sion environment of the new media which they have to face ,this paper ,by combining semiotic theo-ries with the development situation of Guangxi in recent years ,proposes some design strategies for the symbolic design of the urban brands by remolding the symbol reference and reinforcing symbol o-riginality under the background of the recent urbanization of the second wave .