Study On The Communication Of Short Video City Image From The Perspective Of Scene Theory

With the rapid development of the Internet,the communication of city image is increasingly showing new features,such as the rapid development of short video platform,which has become the communication engine of city image development.The competition for scenes is the competition for users,which attracts more and more attention from local governments.Nowadays,the short video platform has been widely infiltrated into the public,and its development momentum is very rapid.In this big platform with low creative threshold,users have put together a big picture of the city image with multiple creative modes,multiple communication subjects and multiple interactive modes,and have spread the city image in a way that is easier to be received by users and closer to the reality of users,which is also an innovation of the past transmission mode.In this paper,from the perspective of scene theory,we study the related issues of short video city image communication.Scenes bring together the cultural values of various consumption symbols,attract different people to pay attention to them,and then promote the outward promotion of the city image.It provides a new analytical framework and research perspective for the study of short video city image.In this paper,Xi 'an,which became the first "online celebrity City" on the short video platform,is taken as a research case to study the relationship between the short video platform and the city image communication.And on the basis of Robert Schober's "Five Forces of Scenes",this paper puts forward a scene communication model of "all data" mode,including insight into scenes,short video platform connection scenes and intelligent terminal service scenes.This model is applied to analyze the scene propagation of Xi 'an case,and it is found that the user portrait is formed by insight into the user scene;Then,the connection with the user scene is realized through sensors and multi-terminal equipment;Finally,the scene communication is changed from virtual to reality,so as to achieve a good scene service experience for users.It is found that there are some problems in short video city image scene communication,such as poor accuracy of scene insight,obstacles in scene connection,large gap in scene service and excessive invasion of user privacy.Aiming at the existing problems,the optimization strategies include: refining scene insight;Strengthen the scene connection;Optimize scenario services;Improve privacy protection.