The Research Of City Image Communication Of Short Videos From The Semiotics Perspective

The concept of city image was proposed by American scholar Kevin Lynch,then introduced into China.The city image is a comprehensive reflection of the city as a whole,and it is the first impression left for a person.In recent years,with the acceleration of China's urbanization process,competition between cities has become increasingly fierce.As an important intangible asset of a city,its image is also profoundly affecting its development.How to shape and disseminate the image of the city with high quality and durability has also become a major research topic for city managers.The dissemination of the city image cannot be separated from the media carrier.From the traditional newspaper,radio and television media to the emerging Internet media,the dissemination of the city image has changed accordingly with the evolution of the media carrier.Among them,the strong rise of short videos has provided an opportunity for the imageization and popularization of city image,and the spread of city image began to penetrate into the grassroots.This article takes the city spread of Xi'an on the Tik Tok as an example.Using Roland Barthes' s signification theory,the research method of content analysis and text analysis is used to analyze the popular short videos about the image of Xi'an on the Tik Tok In-depth analysis of Internet users' comments and pointed out the advantages and disadvantages of urban image dissemination in the short video stage,and proposed optimization strategies for this.First of all,this article analyzes the symbolic representation of the city image constructed by short videos.Through the example of Xi'an city transmission on the Tik Tok,the content analysis and specific encoding of the Xi'an city image text are used to explore the extended symbols of the short image showing the city image significance.Secondly,this article analyzes the connotative meaning of the short video to construct the city image.By analyzing the extension information of the first level of the symbol,it is found that the production of meaning has not stopped,and the short video has spread the city image to enrich the meaning.Furthermore,this article analyzes the meaning interaction of the short video to construct the city image,through the audience comment analysis of the short video dissemination of the city image of Xi'an,the acceptance and recognition of the shortimage dissemination of the city image is verified.Finally,the above analysis is summarized,and the enlightenment and warnings of city image short video transmission are obtained.From the perspective of city managers,from the perspective of vertical and horizontal dimensions,three strategies are proposed to optimize the significance of short video transmission of city image.