The Analysis Of Tik-Tok's Strategy For The Construction And Communication Of Xi'an's City Image

The development of modern cities has entered the era of economic globalization with the continuous advancement of global urbanization and urban modernization.Cities have become an important node in global economic development and cultural exchanges.The competition of economic strength between cities can not be separated from the shaping and spread of city image.A good city image enhances the sense of belonging and pride of the citizens,forming the centripetal and cohesion force,and makes them consciously put into the construction and propaganda of the city.On the other hand the good image of the city promotes the development of tourism industry,boosts the capital influx and attracts talents,so as to better drive the sustainable development of the urban economy.Therefore,the city image has become one of the core elements of urban development.The government pays more and more attention to the shaping and propaganda of the city image in the process of today's urban development.This study analyzes the characteristics,advantages and countermeasures of Xi'an city image construction and dissemination under the short video based on the point of view of,city image communication"by thinking about the spread of Xi'an city image in Tik Tok platform.Tik Tok platform is the most popular social communication and entertainment App.The government of Xi'an is showing a phenomenon level of attention through cooperation with Tik Tok platform to spread the image of Xi'an city.To be different from the previous city image dissemination,the spread of Xi'an city image on the Tik Tok platform is ''the government sets up the stage,the public propagandize".At the same time,the city image of Xi'an presented on the Tik Tok platform also has distinct and diverse city cultural symbols.This form of city image communication has obvious advantages,but it is also faced with many problems.Therefore,it needs to be optimized and solved from the aspects of communicator(government),communication content(urban culture)and communication mode(narrative mode).By the means of the construction and dissemination of Xi'an city image based on Tik Tok platform,this study,on the one hand,provides a reference for the study of the regional nature of Xi'an city communication.On the other hand,it also explores the characteristics and communication strategies of city image communication from the perspective of new media(short video),and expands the relevant content of city image communication under the new mediaAs a famous historical and cultural city,Xi'an not only has a profound cultural accumulation,but also has a complete modern urban civilization.The propaganda of city image originates from the ancient capital,but it is not only in the "ancient capital".Tik-Tok platform has given Xi'an a new space for the dissemination of urban image under the current media ecology.How to construct and spread the city image of Xi'an in Tik-Tok,which contains cultural value,historical background and can be loved by users,is a problem that we need to stay focused on and study.