Research On Harbin City Image Perception Based On “Dou Yin” Short Video

With the continuous advancement of my country's new urbanization process,the competition among cities has become increasingly fierce,and the status of urban image in urban competition has become more and more important.As an intangible asset of a city,the image of a city is related to the future development of the city,and the shaping and dissemination of a high-quality city image cannot be separated from the perception and insight of the audience.The perception of the audience is the standard for testing the quality of city image dissemination.However,the research on urban image communication in our country mainly focuses on the construction of urban image,and lacks the research on the perception of urban image.Generally speaking,there is a status quo that emphasizes shaping and neglects perception.With the popularity of the Douyin short video,the audience of the Douyin short video APP gradually uses a large number of life pictures to build a virtual space image of the city.At the same time,the audience uses the Douyin short video APP to watch,like,forward,comment,etc.To express the perception of the image of the city.Tik Tok short video not only created a series of "net celebrity" cities,and provided a new focus for the improvement of the city's image,but also triggered more and more people to express their likes and dislikes about the city through the Tik Tok short video platform.Based on the theory of "cognition-image",semiotics,and mimic environment,the author uses the Douyin short video as the research platform,and takes the city of Harbin as the research object.The author uses quantitative and qualitative research methods to improve the image of the city of Harbin.In-depth analysis of the short video,the study of the audience's specific perception of the Harbin city image,in-depth analysis of the audience's perception of the Harbin city image characteristics,existing problems and reasons,combined with the audience perception to provide suggestions for the spread of Harbin city image.First,by combing the city image and perception of the city image,the research design and research dimensions are determined,the short video and the comment text are respectively coded,and the content analysis method and ROST analysis method are used to present the video content and the short video comment text respectively.The research is carried out to analyze the perception of Harbin city image short video from three aspects(likes,forwards,comments),cognitive image depth,and emotional image evaluation,and then summarizes the audience's perception of the city image of Harbin.Secondly,an in-depth analysis of the characteristics of the audience's perception,the reasons for the formation of this perception,and the existing problems in the perception of the status quo: In terms of perception characteristics,the perception characteristics of Harbin urban image audiences have characteristics of identity,imbalance,and difference;In terms of the reasons for the formation of the audience perception of Harbin's urban image,the urban landscape is the basis for the formation of audience perception,the construction of the mimic environment has a positive impact on audience perception,and the decoding mode causes differences in audience perception;and the main problems in the audience perception of the status quo are There are problems such as the shallow cognitive image,the flat emotional image,and the solidification of the overall stereotype.Finally,in view of the current situation of audience perception,from the perspective of government and media platforms,we propose a strategy for improving the image of Harbin city that clarifies audience perception and optimizes the top-level design,and grasps audience psychology to expand the communication space.Through the perception research of the Harbin city image in the Douyin short video,it is not only conducive to grasp the dissemination of Harbin city image from the audience's perspective,enhance the audience's perception of Harbin city image,and improve the competitiveness of Harbin city;it can also break away from the academic circle and be dominated by communicators The dissemination and construction of the city's image fills up the regret of the lack of city image dissemination from the audience's perspective.