Reconstruction and Revitalization of Northeast China: A Multimodal Metaphor Analysis of Harbin's New Media

This article uses multimodal metaphor analysis to study the image construction of Harbin in new media communication. Key findings: New media constructs a transformation narrative of Harbin from an "old industrial base" to a "capital of ice and snow culture" through visual symbols, textual narratives, and interactive mechanisms, reflecting the complex process of regional image reshaping. This case provides a reference for understanding urban communication in the new media era and the revitalization of Northeast China.

Northeast China was once the "eldest son of the Republic", but faces challenges such as population loss and economic decline, making "Northeast Revitalization" a national strategy. As a representative city in Northeast China, Harbin has rich resources such as architectural heritage and ice-snow culture. In the new media era, short videos and social media provide opportunities for urban image reshaping. The viral spread of Harbin's ice-snow tourism in the 2023-2024 winter became an internet-famous case.

Definition of Multimodal Metaphor

Metaphors exist in multiple symbols such as language and images, and meaning is constructed through multimodal collaboration.

Multimodal Construction of Urban Image

• Visual: Image symbols like architecture and scenery
• Linguistic: Text, slogans, comments
• Auditory: Music, dialects, etc.
• Interactive: User behaviors like likes and reposts

Cognitive Functions of Metaphors

Simplify complex concepts, stimulate emotional resonance, and guide value judgments.

Core Metaphor Transformation

• Traditional: "Industrial Giant" (eldest son of the Republic, backbone of industry, etc.), with visual symbols of factories and workers
• Emerging: "Ice and Snow Fairy Tale" (city of romance, kingdom of joy, etc.), with the 2023-2024 ice-snow season as the core

Multimodal Collaboration

Visual-linguistic (ice sculptures + "Frozen" text), auditory-emotional (dreamy music + ice-snow images), interactive-identity (UGC spread of "Southern Potatoes" [a cute nickname for southern tourists visiting Harbin in winter])

Spatial Metaphor Transformation

From the traditional "marginal" positioning to the "center" in new media (ice-snow destination, traffic center).

Emotional Mobilization

Cuteification strategy (cuteified frozen pears, Siberian tigers), contrast cuteness (rough Northeast style + exquisite service), participatory emotion (fan-friendly interaction)

Folk Narrative

Decentralized production (user and blogger participation), viral spread (algorithm diffusion), feedback loop (interaction data influences content direction)

Cultural Symbol Transformation

Aestheticization of industrial heritage, fashionization of regional culture, conversion of seasonal limitations into ice-snow selling points.

Sustainability Challenges

Risks of traffic bubbles, bottlenecks in carrying capacity, risks of image homogenization

Political Metaphors of Regional Development

Competition for discourse power (changing marginal status), exploration of development models (from heavy industry to cultural tourism), reconstruction of identity (regional confidence).

The study reveals the mechanism of Harbin's image reshaping: core metaphor transformation + multimodal collaboration. It is recommended that urban managers understand the operation of multimodal metaphors and make good use of new media; be alert to the short-term nature of traffic, focus on connotation construction and sustainable development, achieve the leap from "internet fame" to "long-term success", and promote high-quality regional development.