Research On The Communication Effect Of Chongqing Internet Celebrity Element Short Video Based On The Tiktok Platform

In an information-overloaded network society,people's consumption of content products is constantly escalating : from text,image to audio-visual integration.Fragmented,lightweight and entertaining short video caters to people's usage habits and becomes the main way for netizens to express,vent emotions and adjust lives.As the head platform of short video,Tiktok pioneered the establishment of its own content products and traffic ecosystem.Its users have the group characteristic of young,dynamic and challenging.They show the city's style and charm with elegant and popular expressions,innovate the means of city image communication.The means of image dissemination has promoted Tiktok's infinite possibilities in city branding and culture promotion.Among them,the relevant elements of Chongqing appears in various forms in one short video after another and becomes Internet celebrity.Chongqing has also become a world-famous “Internet Celebrity City”.In view of this,this paper takes the Chongqing Internet celebrity element short video as the research object,and examines its communication effect on the Tiktok platform based on the audience level,so as to have a deeper understanding of the current city image communication and media ecological civilization.The production and creation of short video has liquidity,which is a dynamic process that is difficult to capture accurately.There is no clear definition for Chongqing Internet celebrity element short video.Referring to the “BEST” rule(BGM-city music,Eating-local food,Scenery-landscape,Technology-science and technology facilities)summarized by Tiktok,Toutiao Index and City Brand Research Office of National Image Communication Research Center of Tsinghua University in White Paper on Short Video and City Image Research,the Chongqing Internet celebrity element short video studied in this paper has strong Chongqing style and local characteristics,including landscape,food,music and other symbol elements.In cyberspace,they have identification,high exposure,wide dissemination,strong attention and strong social interaction.Numerous fragmented short videos of “BEST”elements are connected in series to integrate a real,comprehensive,full and vivid Chongqing city image.One of the core is to conduct online ethnographic research on Tiktok,investigate and sort out the current status and characteristics of the communication of Chongqing Internet celebrity element short video.The basic reasons for its rise and development include conscious guidance of government institutions and unconscious communication of ordinary people,to cater to the user's symbolic consumption habits in the network society and the fragmentation,clustering and liberalization of public aesthetics.The content aggregation of UGC+PGC,the narrative style of daily life,and the algorithm-led distribution mechanism are the main features of its communication.The main factors that affect the communication effect include the credibility of the communication subject,the value of the communication content,the initiative of the communication object and the interaction of the communication environment.The second core is under the support of theoretical models such as the “Three Levels of Communication Effect”,“Theory of Use and Gratification”and “Maslow's Hierarchy of Needs Theory”,combined with the key information extracted from in-depth interviews with 15 audiences,the questionnaire scale is designed from three levels of ideological cognition,emotional attitude and behavioral participation.The questionnaire was distributed online and offline,and 732 valid questionnaires are finally recovered.Statistical analysis using SPSS related software found that the overall communication effect of Chongqing Internet celebrity element short video on the Tiktok platform is relatively good.The audience has a high degree of cognition,a positive attitude evaluation,and a positive behavior participation.To some extent,it realizes the effective transformation of online traffic to offline traffic.In addition,using the one-way analysis of variance to examine the impact of demographic characteristics of the audience on cognition,attitude,and behavior.It is found that the audience's gender,age,education level and income are different,and their cognition,attitude and behavior will be affected differently.The older,the higher educational and income groups,the relatively less affected.The impact of the “third-party effect”is obvious.There is no significant difference in their cognition,attitude and behavior between the cities where the audience lives.Anything will breed some problems when it develops to a certain stage.Traffic contention causes content alienation,immersive experience leads to excessive entertainment and short-term popularity is difficult to leave psychological imprints also affect the enhancement of the communication effect.It can improve the communication dilemma by stimulating the users' creativity,constructing effective fan communities,and online and offline collaboration.Only by constantly adjusting the direction,mode and content of communication,can we better promote Chongqing's city communication and image modeling.