Research On The Construction Of The Media Image Of Xi'an By Dou Yin From The Perspective Of Interactive Ritual Chains

Driven by economic globalization,international urban competition is intensifying.As a representative of urban soft power,urban media image has become the focus of public attention.Xi'an advanced to “the National Central City” in 2018,and it is imperative to create the media image of Xi'an that suits.Based on the unique culture of Xi'an,the government of Xi'an is engaged in constructing the media image of this city with recognition and competitiveness,jointly with the phenomenal short video media – DouYin.This move has greatly promoted the development of Xi'an and even the northwest region.It is the successful practice of urban media image construction.Therefore,it is quite valuable to study how DouYin,the short video media,constructs the media image of Xi'an.Based on the interactive ritual chains theory of Randall Collins,the author further analyzes the construction process of Xi'an media image: 1.The audience realize body gathering in the online and offline space provided by the DouYin;2.DouYin creates many symbols of Xi'an such as music,food,science,technology facilities and etc.,which gradually formed the media image of Xi'an construction group by the audience;3.The use of the popular recommendation mechanism of DouYin has brought the audiences' attention to the media image of Xi'an;4.The content production and information distribution mechanism of the DouYin made the audience to generate emotional resonance.From the short video sample of Xi'an on the DouYin,we can find that the media image of Xi'an constructed by DouYin is embodied such as a cultural image with a long history and various cuisines;an economic image of economic development,scientific and technological innovation;an efficient government image of pro-people and diligent service;the livable ecological image with compatible ancient and modern style;the social image of the dynamic and open environment;and the citizen image of civilized,humorous and fashion.The author conducted a questionnaire survey on the construction effect of the media image of Xi'an and found that the audiences' perception of the media image of Xi'an is basically consistent with the image which DouYin constructed.This perception of image produces four results: a stable media image of Xi'an construction group,positive emotional energy,sharable symbols of Xi'an by group and the maintenance of the group's moral sense.These results further promote the construction and propagation of the media image of Xi'an and form a virtuous cycle.Finally,the author points out the problem of the construction of the media image of Xi'an using DouYin from the perspective of the interactive ritual chains,and gives suggestions for optimization,in order to further promote the media image of Xi'an for accelerating the development of Xi'an.The author hopes to enrich the study about the interaction between the new media and the urban media image in the academic circle through this research and provides a reference for the improvement of the urban media image.