基于行动者网络理论的网红城市形象传播研究——以“尔滨”为例
The Study of Influencer City Image Communication Based on Actor-Network Theory—A Case Study of “Erbin”

本研究以哈尔滨市成功打造以冰雪文旅为特色、“听劝”友好为印象的城市形象为案例，运用行动者网络理论，探讨网红城市形象传播的机制和影响因素。首先，通过综合文献综述，深入剖析国内外网红城市形象传播研究现状，并系统梳理了行动者网络理论的相关知识。其次，构建了以冰雪文旅为网红景观的哈尔滨城市形象传播行动者网络。通过对哈尔滨冰雪文旅的行动者网络进行详细分析，揭示了政府部门、官方媒体、自媒体/网红以及市民群体等人类主要行动者和冰雪资源、地标建筑、互联网络等非人主要行动者之间复杂的关系，以及信息传播与反馈机制。基于此，为网红城市的形象传播和管理存在的挑战提出了合理的建议。最后，总结研究的主要发现，为城市形象传播策略的制定提供参考，同时对行动者网络理论在城市形象传播研究中的应用进行了有益的拓展。
This study takes Harbin’s successful creation of a city image characterized by ice and snow cultural tourism and the friendly impression of “listening to advice” as a case. Using Actor-Network Theory, it explores the mechanisms and influencing factors of influencer city image communication. First, through a comprehensive literature review, the study deeply analyzes the current state of research on influencer city image communication both domestically and internationally, and systematically reviews the related knowledge of Actor-Network Theory. Next, it constructs the Actor-Network of Harbin’s city image communication, with ice and snow cultural tourism as the influencer landscape. By analyzing the Actor-Network of Harbin’s ice and snow cultural tourism in detail, the study reveals the complex relationships between human main actors such as government departments, official media, self-media/influencers, and citizen groups, as well as non-human main actors such as ice and snow resources, landmark buildings, and the internet, along with the information transmission and feedback mechanisms. Based on this, reasonable suggestions are made to address the challenges in influencer city image communication and management. Finally, the study summarizes its main findings, providing references for the formulation of urban image communication strategies and offering a useful expansion of Actor-Network Theory in urban image communication research.