Research On Communication Strategy Of "Web Celebrity Chongqing" Under The Background Of Integration

In this paper,during the “May 1st” period in 2018,Chongqing became a new “Web celebrity” city,and researched the “Web celebrity” city image communication strategy in the new communication ecology.First,the article discusses the nature of media fusion,analyzes the characteristics of communication new ecology under the perspective of fusion communication,and explores the integration effect of fusion communication on media resources and social resources,in order to discuss different levels of media in the "Web celebrity" The important role played by Chongqing's communication strategy is based on theoretical evidence.Second,a longitudinal inspection of Chongqing,the “Web celebrity”.Combining the relevant data analysis of short video platforms such as vibrato,fast hand,etc.,Chongqing Commercial Daily,Hualong.com,Chongqing Daily,People.com,Xinhua News Agency and other media in the new and old media,different related pictures,articles,short video reports,vertical combing The construction process of Chongqing's “Web celebrity” city image,through the author's data collection,found that in the initial stage of communication,Chongqing appeared on the social media platform with the scattered “Web celebrity spots”,and after the concentration of certain netizens' attention,began Entering the second stage of communication,the focus of the "Web celebrity city" communication stage,and caused concern at the media organization level,a large number of media began to special reports on "Web celebrity" Chongqing,resulting in "Matthew effect",further detonated Spread the tide.Third,a horizontal inspection of Chongqing,a “Web celebrity”.After comprehensive analysis of several new “Web celebrity” cities in 2018,the author selects two representative cities—Chengdu and Xi'an—to compare and analyze with Chongqing,analyze its location in the city,image symbol design,and propagation path selection.The similarities and differences between the market feedback mechanism and other aspects have paved the way for the writing of the sixth and seventh parts of the article,and complemented the construction of Chongqing's urban image.Fourth,the “Web celebrity” Chongqing conducted a media platform and organizational level analysis.Analyze its communication characteristics on different media platforms and the communication behavior of different communication subjects.The analysis shows that the formation of “Web celebrity” Chongqing has experienced the spontaneous dissemination of social media platform Internet users,the follow-up of mainstream media in the city,and the planning of news and the promotion of the central media.During this period,it was interspersed with strong support from the government.Fifthly,it draws the experience of “Web celebrity” Chongqing in the dissemination of the main body,the content of communication,and the channels of communication.At the same time,it proposes the transformation of the functions of the mainstream media and the government in the construction of the image of the city in the era of converged communication,advocating its active change of communication.Ideas to adapt to the new communication environment,to promote the construction and dissemination of the city image.