城市情感地理与空间治理：广州市区宣传类户外广告案例

doi:10.3969/j.issn.1004-9479.2021.05.2019688

摘要/Abstract

摘要：

受人文地理“情感转向”思潮的影响，城市公共空间研究开始关注情感对空间的构建作用，情感空间的营造与城市空间的治理存在一定的耦合关联。本文以广州市区的宣传类户外广告为例，援引情感地理与空间治理的相关理论，采用访谈、文本分析等方法，探讨宣传类户外广告在营造情感氛围过程中与城市空间的内在关联，进而讨论情感氛围与城市空间治理的联系。研究发现，户外广告尤其是宣传类户外广告通过视觉表征生产情感空间，由身体-街区-城市三个尺度构成情感化的公共空间，置身城市公共空间的个体在宣传类户外广告的话语作用下重构对城市空间的想象，产生“归属感”“认同感”和“安全感”等情感，并通过视觉、情感等非表征形式使居民在自我审视中加深群体文化认同，使空间治理内化。研究将情感地理的研究放置在城市这一中观尺度，通过广州市区宣传类户外广告的讨论丰富了情感地理的实证研究，同时对拓展情感地理研究的尺度与视角进行了有益探索。

关键词: 情感地理, 空间治理, 宣传类户外广告, 城市公共空间, 广州

Abstract:

Under the trend of "emotional turn" of human geography, urban public space pays more attention to the discussion on the emotional level, and the construction of emotional space plays a positive role in the governance of urban space. This paper takes the publicity outdoor advertisements in Guangzhou urban area as an example, citing the emotional geography research theory and the related discussion of spatial governance, and using semantic text analysis and interviews to discuss the role of publicity outdoor advertisements in the process of creating emotional space. Then discuss the constructive impact on urban spatial governance. The study found that outdoor advertising especially publicity outdoor advertising production emotional space, through visual representation by the Body-Block-City three dimensions emotional atmosphere. In the urban public space of individual with the kind of publicity outdoor advertising discourse reconstruction of urban space under the action of imagination, produce the mood such as "belonging", "identity" and "security". And through visual, emotional and other non-representational forms to make residents in the self-monitoring to deepen the group cultural identity, so as to make space governance internalized. This study combines emotional geography, urban public space and spatial governance, and places the study of emotional geography in the mesoscale of the city, enriching the scale and perspective of emotional geography research.

Key words: emotional geographies, space governance, publicity outdoor advertisements, urban public space, Guangzhou

林元城, 章佳茵, 李路华, 王敏. 城市情感地理与空间治理：广州市区宣传类户外广告案例[J]. 世界地理研究, 2021, 30(5): 1083-1095.

Yuancheng LIN, Jiayin ZHANG, Luhua LI, Min WANG. Urban emotional geography and spatial governance: A case of publicity outdoor advertising in Guangzhou urban area[J]. World Regional Studies, 2021, 30(5): 1083-1095.

图/表 3

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研究方法及过程	研究对象	研究目的
实地拍摄与空间分析	户外广告的类型差异和空间位置	户外广告的物质形式与空间表达
数据整合与文本分析	户外广告的符号表征和文本表达	居民的情感互动与情感营造
参与式观察和访谈	户外广告的情感营造和空间治理	情感氛围与空间治理的耦合关联

研究方法及过程	研究对象	研究目的
实地拍摄与空间分析	户外广告的类型差异和空间位置	户外广告的物质形式与空间表达
数据整合与文本分析	户外广告的符号表征和文本表达	居民的情感互动与情感营造
参与式观察和访谈	户外广告的情感营造和空间治理	情感氛围与空间治理的耦合关联

区域	户外广告数量	占比/%
天河区	135	55.56
越秀区	40	16.46
海珠区	15	6.17
黄埔区	5	2.06
荔湾区	26	10.70
白云区	22	9.05
总计	243	100

区域	户外广告数量	占比/%
天河区	135	55.56
越秀区	40	16.46
海珠区	15	6.17
黄埔区	5	2.06
荔湾区	26	10.70
白云区	22	9.05
总计	243	100

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