Study On The Urban Image Dissemination Of "Web Celebrity City Xi'an"

With the advancement of globalization and urbanization,the competition between cities is becoming more and more fierce,and the media represented by new media such as Tik Tok has become an important channel for the dissemination of urban images,showing the city's cultural customs and the city's unique scenic spots,while the new media such as Tik Tok are interactive,fast to spread,wide spread and so on for the city "popular" on the internet.Xi'an's in favour on the internet is due to the beginning of 2018 on the "bowl wine" video posted by a user on the " Tik Tok " app,the video was reprinted in a short period of time,Xi'an has also been repeatedly on the Tik Tok,microblogging and other media hot search list.Xi'an's popularity is not an accident but a "long time of planning",as the ancient capital of the 13 th Dynasty,Xi'an is committed to building famous Historical Cities and tourist attractions,in the context of increased urban competition,constantly seek a new way of urban image dissemination,through the enrichment of the content,broaden the means of communication,Pay attention to the needs of the audience and the cooperation of the official public to carry out effective urban image dissemination.This paper will be based on the "5w" mode,the agenda setting theory,the theory of urban brand marketing and the theory of audience psychology,combined with empirical investigation and analysisto study the reasons for Xi'an's popularity and the dissemination of "Net Red Xi'an" city image applied to the strategic method.Including the content characteristics and content composition of the city image communication of "Net Red Xi'an",the classification of the communication audience and the targeted communication strategy adopted according to the psychological characteristics and behavior characteristics of the audience.On this basis,the three main subjects of the image dissemination of the city of Net-Hong Xi'an are further studied:the government,enterprises and the people,and the purpose and motivation of the dissemination of each subject are discussed.In discussing the way channels of urban image dissemination,this paper analyzes the use of different media for urban image dissemination,as well as the participation of non-media communication channels,and finally presents the effect of the image communication of the city of Xi'an through questionnaire survey from the level of audience psychology,attitude and behavior.At the same time,in-depth discussion of the process of building a red city and give the corresponding solution strategy."Net-red city" as a new concept derived from the urban image communication in recent years is forward-looking,and the huge benefits of the city's popularity in the network is also worth exploring,in the study of "net red Xi'an" urban image dissemination applied to multidisciplinary theory analysis,innovative.