A Study of Old Residential Space Renewal Strategies in Changsha under the Influence of New Media Communication:A Case Based on Chaozong Street Star Position

YAN Xiangqi; LI Jia; WANG Di; LI Yaohua

doi:10.3969/j.issn.1000-0232.2025.06.005

Abstract：The new media industry is booming due to the promotion of the internet and contemporary information technologies,accompanied by an increasing relationship between new media and urban space.With the rise of new media marketing,physical spaces have gradually evolved into carriers for media communication,and spaces with explicit symbols have become pivotal drivers of information dissemination.Spaces with a strong visual impact and immersive experiential scenarios often can garner more internet traffic and attention in the virtual world,thus revitalizing the offline physical environment.Consequently,new media communication and marketing have become critical factors influencing the rise and decline of urban spaces.Exploring the interactive mechanisms between new media communication and urban spaces and identifying methods and pathways for new media to engage in urban spatial production has transformative significance for urban renewal in the future. A systematic analysis of the forms and characteristics of new media communication found that new media communication is essentially content production and sharing of users under the"crowdsourcing"mode,focusing on winning more internet traffic and scenes.Under this circumstance,public perception of urban spaces has shifted from traditional on-site experiences and word-of-mouth to a complex interplay of virtual and physical information.Urban spaces are not only simple functional containers for living,working,or transportation,but they have also been transformed into intentional media and venues for social interaction.Due to the dissemination and marketing of new media,it is possible to realize the"virtual agglomeration"of physical spaces with low accessibility in reality.Human-human and human-space interactions can transcend restrictions of spatial location and accessibility,thus making corner spaces in cities"visible".The reproduction of urban spaces is not limited to geological locations,locational conditions and traffic networks.Internet traffic has increasingly prominent effects on urban space.Urban renewal is also shifting from a traditional concentric mode to a polycentric"acupuncture-style"mode.In this process,spatially catalytic nodes with diverse identities and rich scenarios stand out in the new media era,exerting broader influence to revitalize entire districts. The unique postmodern urban marketing strategy in Changsha has facilitated a paradigm shift from"geographic space"to"cultural symbol",emphasizing the fusion of"micro-narratives"and"localized characteristics"during the production of urban space to convert short-term internet traffic into long-term values.Old residential areas in Changsha,represented by Chaozong Street Star Position,show a spatial production mode of"dual virtual-physical states".Moreover,a"social-economic-cultural"integrated renewal strategy is adopted to establish a closed-loop system for spatial content production and dissemination through architectural revitalization,spatial potential activation,and cultural scenario construction.This brings new vitality to the renewal of old residential areas. The development of mobile internet and new media communication has created opportunities for niche architectural practices and innovative urban renewal.By creating artistic interactive scenarios that cater to public curiosity,designers use internet platforms for marketing and promotion to attract public attention and dissemination and increase network popularity of virtual spaces,thus driving offline spatial consumption and business operation.This path can effectively overcome challenges and difficulties in renewing old residential areas in Changsha and provide new perspectives and methodologies for future urban renewal.