Presentation And Dissemination Of Ningbo City Network Image On Sina Microblog

City image is a kind of public image,and a large amount of original unstructured data on social media is an easy source of direct public opinion,which has important analytical value to it.The mature development of big data technology also provides a path for the capture and analysis of massive network data,which is a new direction for urban network image research.Based on the combing of domestic and foreign urban image-related research,this article applies theories of Pseudo-environment,stereotypes and other theoretical communication theories,and relies on big data technology to extract 4202 sample data related to Ningbo city network image on Sina Microblog as support for empirical analysis.Using text analysis,content analysis and other research methods to analyze the presentation features and communication status of Ningbo city network image in Sina Weibo,summarize the current shortcomings of the city network image construction and communication,and propose feasible improvement strategies.The paper uses text analysis to summarize the presentation features of the city's network image.First,use the word frequency statistical analysis method to count the high-frequency vocabularies,and roughly trace the urban communication content on Sina Microblog.It is concluded that the high-frequency communication content of Ningbo's urban network image is mainly based on the three themes of leisure and entertainment,cultural history,and ecological environment;then,a sentiment analysis of the full sample data found that the sentiment tendency of the content of the Ningbo city network image dissemination on Microblog is biased towards positive emotions,and there is a significant correlation between the dissemination content and sentiment orientation of different themes.The thesis summarizes the present features of Ningbo's urban network image showing strong regional characteristics,tending to be young and entertaining,the content of communication has obvious emotional tendencies,and the image is not diversified.The thesis uses content analysis method combined with statistical analysis method to analyze the content from four levels: text information,source information,communication power information,and communicator information.Through SPSS data analysis,we summarized the current situation of the network image of Ningbo city in Sina Microblog from the four aspects of communication population,communication topic,content form,and content source,and found that there is insufficient attention to historical time period,insufficient mimicry environment construction,and lack of platform opinion leaders.Dissemination of shortcomings.The main reasons for these shortcomings are that the network image is not valued by city decision makers and the city is located on the Yangtze River Delta.The culture has the same root and the same origin,resource allocation is limited,and the city's popularity and perception are difficult to increase.The thesis uses content analysis method combined with statistical analysis method to analyze the content of sample data from six levels: text information,source information,communication power information,and communicator information.Through SPSS data analysis,summarize the current situation of Ningbo's urban network image communication in Sina Weibo from the four aspects of communication population,communication topic,content form,and content source,and conclude that Ningbo's current urban network image communication does not pay enough attention to historical site and mimic environment construction.Insufficient,lack of platform opinion leaders' communication deficiencies.The main reason for the insufficient communication of Ningbo's urban network image is that the urban network image is not valued by urban decision makers and in the fiercely competitive Yangtze River Delta urban agglomeration,with the same culture and limited resource allocation,it is difficult for Ningbo's urban visibility and perception to increase.And the existing problems of insufficient construction and dissemination of the urban network image have directly led to the insufficient diversification of the urban network image of Ningbo.Based on the empirical results and performance issues,this article puts forward suggestions for improving urban network image communication from two aspects: forming a joint force of communication and construction and mobilizing urban image elements.It believes that the image elements of the city's historical site,cultural events,and development achievements should be fully mobilized,and the construction and dissemination of the city's network image should be promoted from the three perspectives of self-shaping and other shaping,autobiography and other biography,and cross-platform linkage.