Study On The Construction Of Xi'an City Image By Douyin Short Video

With the development of information globalization and economic globalization,urban competition is becoming more and more fierce.Building a good image of a city can effectively improve the comprehensive competitiveness of the city,attract external resources,stimulate the economic development of the city,help citizens to identify with and identify with each other,and promote social harmony and stability.Therefore,urban operators pay more and more attention to the construction of urban image.Mobile Internet period,short video into blowout development.With its "short,flat and fast" characteristics,short video has become an important way for people to obtain information and entertainment life,attracting more and more attention.Recently,Xi 'an,Chongqing,Chengdu and other cities have become "web celebrity cities" under the promotion of short video,which has attracted numerous netizens to clock in for urban tourism,and the city image has been constantly updated.Short video has become a new channel for the construction of the city image.When it comes to Xi 'an in the past,many people have been under the impression that it is an "ancient capital of a thousand years".Now,when it comes to Xi 'an,many people think of Yongxing fang's bowls of wine,the "god song of trembling","songs of Xi 'an people" and various kinds of delicious food.Therefore,it is of great significance to study the urban image of Xi 'an constructed by short video platform for us to better use short video to improve the urban image.Based on this,this paper takes the construction of Xi 'an city image by short video as the research topic,takes the short video about Xi 'an image published by users on chattering sound as the research object,and carries out the thesis research by literature analysis and content analysis.This paper analyzes the data from five perspectives: video publisher,video interactive quantity,background music,video inclination and content type and sortsout the Xi'an city presented by the short video.Image characteristics.That is to say,the source of the video publisher is diverse and diverse,and the user communication active;the amount of video interaction is the most praised and interactive;the background music is used frequently,and the urban folk songs are particularly prominent;the video tends to be positive;the content type,the place Food and city views stand out.The research found that the content analysis of video on the topic of "Xi 'an" in the chattering tone,this paper concluded that the short video mainly constructed the cultural image of Xi 'an,the capital of cuisine,the city of music,and the innovation of film and television.Traditional and modern integration of urban landscape image;The image of a beautiful,self-reliant and studious citizen;A government image that is people-friendly and effective;Hot summer,living in a comfortable urban environment image.These images make us realize that Xi 'an is a city where classic meets modern and tradition meets fashion.The image of Xi'an city is different now,and the image of the city is constantly updated and perfected.The short video allows people to get rid of the stereotype of Xi'an “ancient capital”.The image of Xi'an is more three-dimensional and fresh.Then the author summed up the strategy of Xi'an city image constructed by the short video of vibrating,that is,the transformation of official discourse to personal discourse,the transformation of propagating city image to marketing city image,and the transformation from one-way communication to interactive communication.The influential factors of Xi 'an city image construction in Douyin short video are related to the spectacle caused by short video,agenda type content setting and Xi 'an's own characteristics.Finally,the author found some problems in the construction of Xi 'an city image of short video,and put forward some solutions.