Research On The Development Strategy Of Urban Culture Image Of Short Video Platform

The image of urban culture has always been a hot topic of research.In the era of mobile Internet,local government and traditional media were the mainstays of the construction and dissemination of urban cultural image.Various "urban cultural propaganda films" carried the unique urban cultural image to us.In the era of mobile Internet,in the face of a short and fast pace of life,the audience's information acceptance habits and needs have undergone earth-shaking changes.At the same time,the one-way communication process has been broken.The audience under the technology empowerment has mastered the information dissemination of the mobile Internet era,and the short video platform based on user production content has also emerged,with its huge user base.And the flow advantage changes the face of social life.On the short video platform,the construction and dissemination of cultural image was first initiated spontaneously by netizens.The short video creation for urban life bearing cultural image became the prototype of urban cultural image construction.The spontaneous urban image communication behavior of netizens has attracted the attention of the Xi'an municipal government.It has taken the lead in reaching strategic cooperation with the vibrato official to jointly construct and disseminate the urban cultural image on the short video platform.This paper aims to investigate and study the case of cultural image construction in popular cities such as Xi'an and Chengdu,and analyze and summarize the above cases from the main body of communication,symbols and promotion methods,and make the effect of communication in the form of questionnaires.verification.Finally,the conclusions of this paper are drawn,and constructive opinions are put forward for the construction and communication strategy of urban cultural image on the short video platform.