City Based On Douyin UGC Short Video Research On Image Communication

At present,Douyin is developing rapidly and permeates the general public.A large number of Douyin UGC short videos occur frequently,which "record a good life",as an important part of people's good life,begin to appear frequently in the city landscape.Under the piling up of massive Douyin UGC short videos,a jigsaw image of the city is gradually taking shape,thus opening a new stage for individuals to participate in the spread of the city image.Discussing the combination of UGC short video and city image communication in Douyin,and analyzes this emerging city image communication mode from two aspects of behavior and process respectively.From the perspective of individual behavior,it writes participatory cultural practice for ordinary individuals according to their own city experience and what they see and feel in city space.From the perspective of communication realization process,with the joint participation of the official departments,user groups and the Douyin platform,the city image video transmission process is nested with three main links of communication topic setting,communication content construction and communication content distribution.The process has produced effects of driving city tourism and breaking city stereotypes.At the same time,related problems emerge: Firstly,the template of topic setting for city image communication is prominent and often out of touch with user-made short videos;Secondly,the user-made city image has four major problems: short video consumption,novelty hunting,entertainment and homogenization.Thirdly,the distribution and diffusion of user-made short videos of city images encounter certain resistance due to the bias of algorithms and the fortification of external platforms.To solve the above-mentioned problems,the official departments and the Douyin Platform should shoulder the main responsibility and take the three links of topic setting,content dissemination and content push as the starting points for optimization.Corresponding countermeasures should be taken as follows:Firstly.Enhance the characteristics,guidance and relevant material allocation of the topic of urban image dissemination;Secondly,enhance the professionalism and originality of the short video of the user-made city image,and improve the way to participate in the user's "mirror" of the city landscape;Thirdly,through the addition of manual push and linkage of mainstream media to optimizing content to convey.