Research On The Image Construction And Communication Of Small And Medium-sized Cities By UGC Short Video ——Take Handan On The Tik Tok As An Example

In the process of urbanization,the competition between cities has gradually fades from the intense competition of hard power such as economic strength and infrastructure to the competition of soft power such as urban spirit and cultural connotation.As an important part of the city's soft power,the city's image is related to the competitiveness and influence of the city.In today's media era,the dissemination of city image has become an important breakthrough in the competition among cities,so it is particularly urgent to construct and disseminate a good city image.With the popularization of mobile Internet and the empowerment of short video technology,video production technology is not limited by age and educational level,the threshold is gradually lowered,the public only rely on a smartphone with the function of shooting,simple editing to publishing by themselves with only a mobile phone.According to Tik Tok's official report,local government and official media accounts related to urban image communication account for only about 10% of its platform,while individual users account for nearly 90%.Ordinary individuals also become powerful disseminators of urban image content.They connect various aspects of urban life with the network world,and use more realistic expressions to show the urban image.The dissemination of urban image also enters the UGC mode.Relying on the interaction of UGC short videos--the increase and change of public opinion direction such as likes,forwarding and comments,the influence of urban communication continues to improve.In recent years,the trill short video platform effect is remarkable,for the promotion of city image for city construction and provides new ways and channels,with the help of trill UGC short video of blessing,city image communication ushered in the new development opportunity,Xian,Chongqing,Changsha and other cities,through the UGC short video communication and promotion,visitors achieve geometric growth,and gradually developed into "explosive style city","network red city".In this context,small and medium-sized cities,in particular small and medium-sized cities in the central and northern parts of China,have few successful cases,and related research is also relatively lacking and lagging behind.The development of small and medium-sized cities is restricted by various factors such as the level of economic development and geographical location conditions.In order to improve the reputation and influence of cities,it is particularly urgent to effectively construct and disseminate their own city image.In this paper,it will be released in the trill APP UGC short video about the Handan city image as the research sample,the existing literature is combined with urban CIS theory and participatory culture theory,adopt the suitable sampling method,the content of the samples for selected analysis,summarizes the trill platform UGC short presents how to Handan city image in the video,through questionnaire,test the communication effect,in order to look down upon,UGC short video analysis of the problems in the construction of small and medium-sized city image and communication,and to achieve the image of the small and medium-sized cities in many cities spread of "rise" make recommendations.