Research on the Empowerment of Shaoxing City Brand Building through Ancient Town Landscapes from Representational and Non Representational Perspectives

景观表征和非表征是新文化地理学重要理念。前者可由政治权力、经济活动和文化力量具体解码，后者则可从人民日常生活、情感演变等方面体现。笔者基于表征与非表征视角，界定绍兴柯桥古镇为研究对象：首先，围绕地方政策、经济品牌和文娱活动三方面探寻古镇景观表征；其次，融合绍兴e网、大众点评和携程旅游的网络数据为样本，利用Python爬取数据并借助Rost CM6分析高频词、情感语义、社会网络和语义网络，以此挖掘本土居民、外来游客和创客精英的具身感受并分析其非表征特点；最后，基于古镇景观视角，提出提升城市品牌的方案建议，响应“名城绍兴 越来越好”的地方主旋律。Landscape representation and non representation are important concepts in new cultural geography. The former can be decoded by political power, economic activities, and cultural forces, while the latter can be reflected in people’s daily lives, emotional evolution, and other aspects. This study defines Keqiao Ancient Town in Shaoxing as the research object from representational and non representational perspectives. First, the study explores the representation of the ancient town’s landscape from three aspects: local policies, economic brands, and cultural and entertainment activities. Second, it integrates online data from Shaoxing e-Net, Dianping, and Ctrip Travel as samples. Using Python to crawl the data and Rost CM6 to analyze high-frequency words, emotional semantics, social networks, and semantic networks, the study uncovers the embodied experiences of local residents, tourists, and creative elites and analyzes their non representational characteristics. Finally, from the perspective of the ancient town’s landscape, the study proposes suggestions for enhancing the city brand, in response to the local theme of “the famous city of Shaoxing is getting better and better”.