The Construction And Communication Of Chengdu's City Image By Short Video

City image is the public's overall impression,comprehensive perception and complete evaluation of the city,that is,the comprehensive impression and perception given to the public by a city in terms of politics,economy,culture,and environment.In the era of the Internet,the public's evaluation of the city's image is more largely derived from the construction of the city's image by the media.As a new media platform with high usage today,short videos have become an increasingly popular way of social networking for young people.Information acquisition channels,this new development has also given the city's image transmission a new era characteristic.From the perspective of Chengdu city image dissemination,this study takes Tik Tok as an example,analyzes the construction and dissemination of Chengdu city image in the short video platform,and attempts to summarize its advantages,characteristics,problems,and optimization strategies.The research uses the case analysis method,selects the short video platform Tik Tok which has the highest utilization rate in China as the typical case,combines the platform characteristic and the related data to draw the conclusion and explain;at the same time,this study uses a questionnaire to collect and statistics data from the perspective of audience perception,as a supplement to the current situation and effect of the communication stage of short video city image,and it also becomes an important reference for the argument of subsequent chapters.After combing and summarizing the relevant literature,this study first points out the three stages of Chengdu's urban image communication —— the pre-mobile Internet stage,the mobile graphic and text stage and the mobile short video stage,after then,it discusses the outstanding characteristics and changing trajectory of the three stages.After that,combined with the official data and the results of the audience survey,the paper draws a preliminary conclusion that Chengdu's image dissemination effect is better in the mobile video stage,and analyzes the reasons why Chengdu has become popular in the short video platform as one of the "network celebrities" cities.Finally,the author focuses on the outstanding problems of Chengdu city image communication in the current short video platform,and puts forward the optimization strategy and relevant suggestions of Chengdu city image in the future,so as to have certain reference significance for Chengdu city image optimization under the background of mobile short video technology.As a new communication platform with high utilization rate,short video will have a continuous impact on the construction and dissemination of Chengdu city image in the next few years.This study holds that the emergence and outbreak of short video has a role in promoting the image of the city,but also exposed a series of problems such as excessive commercialization,image fragmentation,the imbalance of the right to speak.The future Chengdu city image dissemination needs to form the resultant force in many ways,mobilize the advantage characteristic resources,grasp the communication law,show more diversified city image of Chengdu.