Image Construction Of Jiaodong Historical And Cultural City In Short Video Era Structure And Communication Strategy

Jiaodong,a famous historical and cultural city,has a long history and unique urban charm.Jiaodong culture is an important part of the city image.With the development of media,the construction and dissemination of city image has entered the era of short video from the era of traditional media.Therefore,it is necessary to grasp the characteristics of city image dissemination in the era of short video,so that the city details can be rejuvenated,in order to build a rich and three-dimensional city image and improve the competitiveness of the city.Qingdao is a metropolis of Jiaodong,full of the rich connotation of Jiaodong's history and culture.Because of its cultural commonness and urban characteristics,Qingdao has become the research sample of this paper.The first chapter combs the historical and cultural city of Jiaodong,and finds that due to the particularity of geographical location,Jiaodong has evolved unique Jiaodong culture,marine culture,Taoist culture,red culture,etc.from the Neolithic period,Jiaodong culture has a profound historical heritage.In the aspect of urban architecture,Jiaodong historical and cultural City has the commonness of traditional urban pattern with "mountain,sea,city" as the main line And the characteristics of "island and Pavilion".The second chapter mainly discusses the characteristics and value of city image communication in the era of short video.The interesting,interactive and civilian characteristics of short video meet the needs of the audience,and it is a new way to connect the audience and the city.The micro perspective communication of short video shows the delicate cultural charm of the city and establishes a good reputation of the city.The third chapter takes Qingdao as the research sample.Qingdao has a high level of economic development and high short video activity,which plays an important role in Jiaodong historical and cultural city.Therefore,16 accounts related to Qingdao are selected as the data analysis samples,and the content analysis method is used to analyze the content and picture of each short video,The fourth chapter summarizes the existing problems of the city image construction of Jiaodong historical and cultural city through data analysis and combined with the regional characteristics of Jiaodong historical and cultural city.There are some problems in the city image communication of short video platform,such as clarifying the city positioning,creating regional cultural and historical characteristics,improving the short video communication ability,and enhancing the enthusiasm of the audience.The fifth chapter discusses the city image communication strategy of Jiaodong historical and cultural city.Government affairs and media accounts should clarify the functional and cultural positioning of the city image,improve the quality of short video,highlight the regional and cultural characteristics through multiple symbols,encourage the audience to participate in the city image communication,actively improve the city image in short video,and promote the city image communication.It is found that in the short video,the historical and cultural elements of the city image construction of Jiaodong historical and cultural city are insufficient,the government and the media do not play a good leading role,and the communication power of the city unit constructed by the audience is scattered,but the fusion expression of city symbols and emotional symbols is more infectious.The government should dig deep into the historical and cultural cards and effectively use the short video communication city City image.