Research On New Media Communication Strategy Of Chongqing City Image

The development of economic globalization leads to the acceleration of the urbanization process,which leads to the increasingly fierce competition among different cities.City managers pay more and more attention to the promotion of the soft power of the city.While constantly promoting the development and construction of the city,the city image,as the core soft power of the city,has also been paid attention to by the city managers.With the continuous development and progress of the Internet,scientific and technological innovation has given birth to new media such as Weibo,WeChat and short video.Under the background of the popularity of new media,city government departments,as city managers,have also begun to constantly try to use new media to shape and spread the city image.Relying on the development trend of The Times,WeChat has been widely used in the construction of city image and gradually becomes a new platform to display city image.Since its birth and development,WeChat public platform has increasingly become one of the important platforms for the government to publicize regional affairs and shape the image of a city.City government official WeChat can provide the government affairs service and convenient service,can also highlight differentiation by means of dissemination of information to the world of the city characteristics,good communication content also contribute to the construction of the city's image,urban culture,constantly improve the attractive to the public of the city and,in turn,improve the urban competitiveness of,is conducive to better and faster development of the whole city.The first part,introduction.Firstly,the research background is described.Secondly,the research object is selected.Thirdly,the theoretical and practical significance of this study is extracted.Thirdly,the content and method of research are defined.Thirdly,define the important concepts of WeChat public platform,city image,new media,etc.Thirdly,the relevant literature is sorted out and relevant theories are clarified to provide theoretical support for subsequent studies.Finally,the innovation and limitations of this study are pointed out,so as to provide reference and ideas for future research.The second part selects the research object and constructs the category and the coding table.The research scheme was designed by selecting the tweets of solstice on the WeChat public platform "Chongqing Release" on January 1,2020 and during December 31,2020.At the same time,the collected samples were quantitatively analyzed,that is,the basic features of "Chongqing Release" were extracted through sample collection,category construction,coding table making,sample entry,data statistics and analysis and other steps.The third part is the content analysis of the collected samples.According to the collected sample data,based on the theory of city image CIS,this paper analyzes the characteristics of Chongqing image communication in "Chongqing Release" from four aspects: WeChat platform itself,city image concept identification,city image behavior identification and city image visual identification.The fourth part is about the communication effect of "Chongqing Release".Through the definition of the target audience,the design and distribution of the questionnaire,the audience is analyzed from the cognitive level,attitude level and behavior level,to explore the overall communication situation of "Chongqing Release" and the acceptance of the audience.The fifth part,through content analysis and supplemented by questionnaire survey,pry out the status of Chongqing's urban image communication from the perspective of "Chongqing release".In the sixth part,the author draws on the experience of urban image communication of the current research object,"Chongqing release",and puts forward the strategy of "Chongqing release" and urban image communication of Chongqing according to the research results.From the perspective of WeChat public platform:adopt interactive communication strategy to strengthen interaction with the audience;Attaching great importance to government services and building a media platform;Create media alliance,shape micro communication network;Focus on the development of The Times and show the beautiful city;Improve editors' media literacy and enhance their ability to create original works.The identification Angle of city idea: make clear the purpose of city image development;Clear the orientation of urban image development.From the perspective of urban behavior identification: strengthen information disclosure and shape the image of smart government;Excavate the shining point of citizens,create a pluralistic image of citizens;Emphasize urban activities and highlight local characteristics.Urban visual identification perspective: publicize urban public services,show the city style;Pay attention to tourism information dissemination planning,to build a characteristic tourism brand;Build the image of the city around the urban landscape.