Short Video Government Affairs Account And City Image Communication Research

With the reform and opening up,the urban development process has gradually accelerated,and the development of the city has gradually moved from economic development to the construction of urban soft power.The construction and dissemination of urban image is an issue that urban managers must face and pay attention to.The media has never been absent from the spread of city image.As an important channel and means of mass communication,the media is also an important part of the image of the city.With the development and integration of media,the media form on which the image of the city is based has been constantly changing,and it has also raised many challenges for the practice of image communication in the city.Therefore,whether it is academic needs or practical needs,it is necessary to study urban image communication and media.In 2016,it was called the short video first year.It was developed by the company's vibrato,volcano video,and short video social streaming platform such as fast hand and watermelon.It is a traditional way to expand the interpersonal interaction channel.In terms of the role of mass media in the spread of urban imagery,urban managers have also provided a new way of urban image communication and channels.City managers have also begun to participate in the construction and dissemination of city images in short video platforms as short video government's accounts.What can be seen from the research survey is that the managers of new first-tier cities and some second-and third-tier cities represented by Xi'an,Chengdu and Chongqing have intentionally included short videos as a new means of communication and incorporated them into cities.The grand battle of image communication came and was put into practice in varying degrees.However,observing the process of its dissemination and the results of its dissemination,the effect of the construction and dissemination of the image of the city is not satisfactory,and it does not meet the established expectations of the image of the city,which is led by the government,the masses,and the platform.In view of the reality,help the government to correctly understand the positioning and role of short video in the image dissemination of the city,and establish the correct short video communication logic and strategy,so that this new media with great communication potential can be played in the image of the city.Its due role is the starting point of this research topic.This study takes the official "Xi'an New City" of Xi'an New City as the object,analyzes the content and strategy by content analysis method,discusses the problem and optimizes the strategy,and confirms it from the audience through interview method.The research results show that the current short video government's account has the problem of regional expression out of focus,unbalanced image construction and lack of topic frame awareness in the image dissemination of the city.In view of the above problems,the author puts forward two local optimization strategies,focusing on local perspectives,strengthening regional symbols,and improving the narrative framework of urban image to cater to the needs of the audience.