Short Video:a Key Approach To Urban Image Construction And Communication In The Mobile Internet Environment

The image of a city affects people's perception of the city and is vital to the development of the city.In the current situation of fierce competition between cities,how to stand out among many cities has become a concern for city managers.The popularity of short videos has provided an important communication window for the image of the city.Governments at all levels have begun to pay attention to the construction and dissemination of the image of the city using short videos.A large number of government TikTok accounts have been opened one after another,pushing the image of the city into a new stage.For city image communication,the immersive communication experience of short video has shaped the new ecology of city image communication and rebuilt the city's sense of place.Short videos can integrate official and private public opinion fields,so that the two parties can jointly help the construction and dissemination of the city's image.At the same time,due to the promotion of the city's image by short videos,it can further promote the city's offline tourism industry,thereby promoting the development of the city's economy.On the basis of combing the urban positioning of Xi'an and Qujiang New District,this article analyzes the content of 494 short videos related to the city image released by the Xi'an Qujiang New District Government Douyin Account,and found that the Qujiang New District Government TikTok Account Through high-quality,diversified and local content presentation,as well as the use of narrative strategies such as micro perspectives,multiple perspectives,humorous styles,and diverse music,the government has constructed a focus on people's livelihood,convenience and efficiency,a blend of environmental traditions and modernity,and green and livable.Rich cultural heritage,rich cultural life,an urban image where citizens live and work in peace,and convenient social life,and through the use of hashtags,strengthen the communication effect,rely on the "band float effect" to create Internet celebrity attractions,short-term reading habits in line with fragmented reading habits,etc.The strategy spread the image of the city.This study also found that Qujiang New District Government TikTok also has problems such as insufficient image construction,poor video interaction,insufficient push timing,insufficient expression of video emotions,etc.when constructing and disseminating the image of the city.We should pay attention to the construction and dissemination of the city image in the future.Closely follow the urban positioning and comprehensively construct the image of the city.At the same time,it is necessary to comprehensively use emotional communication,secondary communication,and grasp the communication opportunity,innovative interactive modes and other communication methods,so that the communication of short videos conforms to the rules of new media platform communication,and can be spectacular Narrative,fully creating an immersive experience of short video.