Research On Chongqing's Image Construction And Communication Strategy Based On The Douyin Short Video Platform

The rise of short video as a media carrier enriches the media presentation of content.In the context of a large number of users participating in media practice,the media image of the city is changing,and media relations are also being restructured.The large-scale participation of "Dou Yin" short video app users has built a virtual space image of Chongqing with a large number of life scenes.Through the "Dou Yin" short video app,they have participated in the Chongqing city image communication by watching,commenting,liking,and reprinting.Based on the "Dou Yin" platform,Chongqing's media image construction and communication research will help to better grasp the communication of Chongqing city image.This article uses "Dou Yin"short video app as the research platform to analyze the construction of Chongqing media image on "Dou Yin" platform.This paper focuses on the characteristics of Chongqing's media image,which is constructed by the "Dou Yin" short video platform with the participation of a large number of participants,and analyzes the representative elements of building Chongqing image in the new media platform.Media participants have become an important force for blending the image of urban physical space with virtual space.This article examines the media practices of multiple parties participating in the "Dou Yin" short video platform,focusing on the characteristics of the subject and the driving factors involved in the construction and communication of Chongqing's urban image.The spread of short videos on the "Dou Yin" platform directly affects the presentation of content.Only short videos with good user feedback can get more opportunities to display.This article combines the algorithmic recommendation mechanism of "Dou Yin" short video app and the characteristics of users' activities on the platform to analyze the mode and characteristics of Chongqing's image transmission on "Dou Yin"platform.After synthesizing the influence of "Dou Yin" platform and practitioners on Chongqing image transmission,the impact of "Dou Yin" short video app on Chongqing's image communication is summarized at this stage.It is pointed out that "Dou Yin" short video platform enriches Chongqing's image dissemination elements,has positively affected the participation of city image dissemination and enhanced the city image identity.Aiming at the "Dou Yin"platform's lack of creative driving force in the communication of Chongqing's image,the lack of user experience under the line,it is proposed to attach importance to the mining of urban experience elements and place creation to enhance people's offline urban experience,and actively use local topics to enhance urban communication,adapt to the "Dou Yin" platform's transmission law for content production,and actively use the "Dou Yin" platform to make good use of the "Dou Yin" platform's communication power and other strategic suggestions.