Research On The Content Creation And Communication Of Shanghai Street Culture From The Perspective Of Social Media

In recent years,the construction and dissemination of Shanghai’s urban image on social media platforms has become a hot topic that has attracted the common attention of the government,society and academia.Shanghai has always presented itself to the world as a city with fashionable,avant-garde and unique cultural characteristics.It is a representative international city in China.Shanghai style fashion is an important feature of Shanghai urban culture,and it is vividly externalized in Shanghai characteristic street style.Focusing on this hot topic,this paper studies and explores the embodiment of Shanghai style fashion in Shanghai street culture,and carries out content design and creation on Shanghai street culture from the perspective of its application in social media communication.With the development of social media,content carriers are upgraded comprehensively,content consumption is surging,and the threshold for individual independent expression and lifestyle sharing is getting lower and lower.In other words,everyone can become a content producer.Therefore,the development trend of cultural content products is becoming more and more diversified and differentiated.In such a complex and highly competitive social network ecology,brands compete for "attention" through "free or paid content",while the communication of urban culture and urban image brand faces the same market rules in the social media perspective.By analyzing and comparing the communication status,audience,rules and existing problems of Shanghai regional theme content on social media,this project aims to learn from each other and establish Walkin Shanghai social media platform to spread and promote the re-created content of Shanghai street culture theme.Through the establishment of the Walkin Shanghai We Chat official account,Weibo and Little Red Book,this project displays and spreads the characteristic street culture of Shanghai.Through the research and design of the street culture of Shanghai,it shows the performance of Shanghai culture in the market,and enhances the propaganda of Shanghai city culture through the content communication of social media.The innovation of Walkin Shanghai design practice lies in the reinterpretation of Shanghai fashion from Shanghai street culture based on a large number of academic theoretical documents,combining with visual communication design major,and starting from the humanistic landscape and street life on Shanghai characteristic streets.On the basis of ensuring the depth and breadth of content,it adopts visual forms and communication methods that adapt to the communication rules of social media and meet the needs of "Generation Z without age limit" users.Analyze user experience and feedback based on background data and user testing,so as to guide the continuous improvement of content design and communication methods,and improve content quality in line with reality;Finally,through practice verification,summary of theoretical experience,refining research conclusions with practical application value.Walkin Shanghai as a personal social media platform,explores new content on the streets of Shanghai old wounds to share with the world Shanghai local culture,creates fashion brand image of Shanghai,and devotes to comb Shanghai local historical and cultural context of Shanghai urban design of image performance,shapes Shanghai city brand,Shanghai style fashion culture heritage of innovation and the spread of new media platform for cultural content.At present,the development of the platform has achieved initial results and established a certain fan base.It will continue to attract and broaden the cultural content needs of audiences,fulfill the social responsibility of new media to disseminate high-quality cultural content and guide the spiritual value of positive energy,and constantly improve the information quality and communication value of the released content.