Research On The Image Building And Communication Of The Northeast Cities Of China By Douyin

Douyin has realized the transformation from the role of "toy" for entertainment to the role of "tool" for life.Such an emerging media form is being used as a publicity and promotion tool in various fields.In 2018,the popularity of Xi 'an,Chongqing,Chengdu on Douyin also inspired other cities to follow suit.This paper hopes to explore the situation of the northeast cities of China in practice in this context.This paper analyzes the content of a total of 387 city image short videos related to Harbin,Changchun,Dalian and Shenyang,the four core cities represented by the northeast on the Douyin.This paper analyzes the general situation of basic city image presentation,and summarizes the image of the cities in the northeast shown on the Douyin: the inclusive and open city of food,the novel and interesting city of fun,the humorous city,and the conscientious service city.Also,in the symbolic environment,sensory environment and social environment of the short video media,the city image publicity mode presents an obvious tendency of democratization,entertainment,circle breaking and sentimentality.At the same time,through the research and analysis,it has also found that there are many problems in the northeast cities image building and communication on the Douyin and put forward corresponding suggestions.For example,the insufficient government participation,serious commercialization,obvious homogenization,mismatching online and offline experience,and the shortage of cultural deposits.It is hoped that this paper can provide some ideas for the city image communication of the northeast on the Douyin and improve the stereotype of Northeast China that has long existed in the outside world.