Abstract:This study applies symbol fusion theory and fantasy theme analysis to explore the non gambling elements of the urban image of Macao in China in Chinese and English media, so as to provide new ideas for Macao to get rid of the image of "casino" and design the brand identity of "world leisure capital". This study selects the reports in newspapers, the tourism brochures of the tourism administration and the descriptions of Macao cities i... 展开
Abstract:This study applies symbol fusion theory and fantasy theme analysis to explore the non gambling elements of the urban image of Macao in China in Chinese and English media, so as to provide new ideas for Macao to get rid of the image of "casino" and design the brand identity of "world leisure capital". This study selects the reports in newspapers, the tourism brochures of the tourism administration and the descriptions of Macao cities in personal blogs, divides them into earned media, self owned media and shared media, excavates the symbolic elements irrelevant to gambling about Macao, and compares their distribution in various media. The study found that there were 11 non gambling fantasy themes in self owned media, earned media and shared media. However, these themes have not formed fantasy types with historical memory and semantic horizons with index value. Different media present different consciousness pictures about Macao city. The symbolic reality presented is mostly the sensory experience and landscape description of the representation, without the symbolic imagination at the level of deep values
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