Cultural Communication Strategies of Film Space: An Empirical Study Centered on the Astor House Hotel in Shanghai

บทคัดย่อ

This study takes the Astor House Hotel in Shanghai as a case to explore the functions and strategies of film space in the dissemination of urban culture. Through in-depth interviews and focus group discussions, the research constructs a theoretical model of “Film Space – Cultural Identity – Communication Pathways.” The findings reveal that film space serves as a vital medium for urban cultural transmission. It not only evokes audience memory and emotional resonance through visual representation but also expands its cultural influence via new media platforms such as short videos. In the in-depth interviews, respondents emphasized how the spatial imagery of the Astor House Hotel in various films enhanced the transmission of urban cultural memory. In contrast, the focus group participants paid greater attention to the interplay between cinematic narratives and urban space, as well as the guiding effect of short video content on audience perception. Based on the empirical findings, the study proposes a three-tiered communication strategy—historical symbol embedding, media narrative synergy, and user engagement activation. Furthermore, this research contributes to the expansion of existing communication theories by highlighting the interaction between film space and urban cultural construction. Despite limitations such as a small sample size and strong case dependency, the study offers fresh perspectives and practical implications for urban cultural communication and related theoretical development.