| With the accelerated economic and social development,people's living standards are improving day by day,and the national demand for tourism is increasing.Under the background of tourism integration,the "ancient town fever" of domestic tourism continues to heat up,and the ancient town tour has become an important choice for people to travel.However,due to a large number of homogeneous ancient town tourism products mushrooming in the market,the competition between ancient towns is also increasingly intensified.Therefore,how to create the image of the ancient town with high identification and regional characteristics has become the focus of attention.With the continuous development of Internet technology,short video,as a new form of expression produced in the context of new media,not only caters to the fragmented reading needs of the audience,but also has more flexible and diverse contents,which is becoming more and more popular.How to make good use of short video to spread the culture of ancient towns and shape the image of ancient towns has become an important magic weapon for ancient towns to stand out in the fierce competition.Papers in the humanities on-the-spot report short video as building town image as the method,emphatically on the present situation investigation to find out existing problems,and outstanding case of the short video for reference to construct image develop short video image of the visual transmission design strategy,applied to the practice of writing,this article mainly from five parts:(1)to connect Na Gu Town research background,significance,domestic and foreign research,research methods and related contents and innovative points.Based on the background of new media,how to tell the story of ancient town well through short video,how to construct the image of ancient town through symbols,and how to find the method of constructing the image of ancient town through short video,etc.(2)Analyses the village architecture and folk culture of Liannan ancient town,compares the differences between traditional media and new media,TV documentary and humanistic documentary short video,and proposes that the new media humanistic documentary short video is an important form of communication to establish the image of the ancient town.(3)Through the investigation of the status quo of the use and visual communication of short videos in Liannan ancient town,the visual communication characteristics of short videos in Liannan ancient town are analyzed from the perspective of narratology and semiotics theory,and the problems of visual communication of short videos in Liannan ancient town are summarized,such as the official perspective,the arbitrary structure and the single symbol.(4)Based on the text analysis of typical short video cases of constructing rural image,such as New Left-behind Youth,Great Village and Shu Emembroidery,the design strategy of new media short video for Liannan Ancient Town is put forward: build a mass narrative perspective to shorten the distance with the audience;Strengthen the simple narrative structure,pay attention to humanistic care;Enhance the rich symbol connotation,trigger deep thinking.In-order to establish a unique local,cultural and traditional cultural image.(5)Finally,the process of short video design practice of Liannan Ancient Town is elaborated,and the visual image of Liannan Ancient Town is optimized by using humanistic documentary short video. |
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