도시 이미지 향상을 위한 미디어 파사드의 영상콘텐츠 표현 연구

Abstract

City image is the mapping of human civilization, andthe subjective impression of human beings on the objective existence of the city, which helps people in the city to generate memories and transformsto the Public Benefitityof the city. In modern society, the competitiveness of a city is not only reflected in economy, but also in cultural output and blending. This requires the city image to takethe appropriate communication media as thecarrier to manifest the characteristics of the cityin an all-round way. With the progressof information technology and the needs of human society, the media facade attached to buildings hasassumedthe responsibility of spreading the city image.Following the success of the Public Benefit media art image 'Wave' at Coex Plaza in Seoul, Korea, metropolises around the world have begunto focus on thehigh-definition LED media facade, which has been regarded as a strategy to revive the Public Benefit space. While spreading information, it becomesthe 'new landmark' for people to recognize the city, and thus people are committed tousing it as a medium to enhance the city image. Therefore, this study examines the types of imagecontents in media facadebased onthe needs of the cityimage and the progressof medic facade, and investigates their effectiveness in enhancing the cityimage. In this study, firstly, the development and theoretical concepts of city image and media facadearereviewed, and the characteristics of city image and outdoormedia facadearesummarized. In addition, the image contents of different media areinvestigated, and the types of imagecontents in media facadebased on the characteristics of media facade are sorted out. Meanwhile, thehigh-definition LED media facade with social influence in New York(USA), Seoul(Korea), London(UK), Chengdu(China)and Tokyo(Japan) are analyzed for the case study. Finally, the image types ofmedia facade are determined. Based on the theoretical investigation and case study, this study conductsa questionnaire survey with the purpose ofexploring the 'performance effect of city image on media facade'. The questionnaire involves25 cases in New York(USA), Seoul(Korea), London(UK), Chengdu(China)and Tokyo(Japan). The specific contentsof city image characteristics aredesigned as a questionnaire, and a total of 586 valid samples at home and abroad arecollected. The reliability and validity of the questionnaire are verified by SPSS. Furthermore,the performance effectsof different city characteristics on various typesofimage contents in media facadeareanalyzed by frequency analysis. The results show that all samples have a high degree of acceptance formedia facade. This indicates thatmedia facadecan attract people in the city and generate memoriesthrough the performance of image contents, which is conducive to enhancing the city image. The significance of this study is to demonstrate the significance of media facadeinenhancingthe city imagethrough empirical analysis, and encourage the city tocontinuously Public Benefitize the city imagethrough media facade. Moreover, the results of the survey data show that all types of image contents in media facade, regardless of the way of performance, are all extremelypopular. This shows that people are immersed in the shocking experience brought by thehigh-definition LED media facade while watching the image performancein media facade. Therefore, in the future, it is necessary to pay attention to the development of image contentsin media facade in order to better enhance the city imagethrough contents when the performance mode is no longer novel.