City Image Communication Of Guangzhou In Gourmet Food Short-video

With the development of society,the process of urbanization is getting faster and faster,and the competition between cities is becoming more and more fierce.A good city image is not only a symbol of the healthy development of the city,but also conducive to enhancing the charm of the city and enhancing the soft power of the city Therefore,the urban image communication has become a development topic that has received much attention in the new era.In the era of new media,it is a compulsory course for the government to use the advantages of new media to spread the image of the city.In recent years,the batch of "net red cities" created by the TikTok short video platform has made the mobile short video platform the best place to spread the image of the city.In order to explore City Image Communication of Guangzhou in Gourmet Food Short-video,it is very important to find a suitable entry point,and "food" is a more suitable communication window for Guangzhou.Therefore,this article attempts to take the short food videos under the topic of "Guangzhou Food" on the TikTok platform as the research object,and analyze and analyze the image of Guangzhou city in the short food videos through content analysis and case study methods.Through the content analysis method,the Guangzhou city image elements presented in the gourmet short video are encoded.From the data results,it is found that the city image elements in the gourmet short video include landscape image,economic image,cultural image,food culture,citizen image,etc.There are different degrees of presentation on the side,and the proportion of each image element is quite different.Through multiple regression analysis of the combination of coding and communication effects of various urban image element subdivisions,it was found that the number of fans of communicators,traditional characteristic buildings,modern buildings,historical monuments,local culture,dialects,values,food culture concepts,Food craftsmanship,local specialty cuisines,and gourmet self-media have significant influences on likes,comments,and reposts,respectively.Among them,the food culture element occupies the main position,while the economic image element is the weakest.On the basis of the data,combined with some cases,the Guangzhou city image under the topic of "Guangzhou cuisine" was analyzed and summarized,and it was found that the Guangzhou image created by the "grounded" gastronomy theme also has the characteristics of life and diversification,such as city The landscape presents a blend of old and new,the city is full of humanity and inclusiveness,the wide and unique Cantonese food culture,a breakthrough in the city spirit of innovation and respect for labor,low-key and simple citizen style in the inheritance,and so on.Aiming at the current situation of the city image communication of Guangzhou in gourmet short videos,combined with the conclusion of data analysis,starting from the government,the city image communication strategy recommendations are proposed through the three dimensions of main body,content and publicity form.In the future,we can use the "food" element to create a "tongue Guangzhou" on the mobile short video platform.