Research On Image Dissemination Of Poverty Alleviation Areas On Douyin Platform ——Taking Liangshan Yi Autonomous Prefecture As An Example

The concept of regional image was proposed by the American scholar Kevin Lynch and introduced into China.The dissemination of regional image is an important means to shape the brand of regional image,enhance the attractiveness of the region,and enhance the soft power of regional development.Today,with the increasing regional competition and cooperation,the competition for regional image dissemination is becoming more and more intense.The dissemination of regional images is inseparable from media carriers.From traditional newspapers,radio and television media to emerging Internet media,the dissemination of regional images has changed accordingly with the evolution of media carriers.Among them,the strong rise of short videos has provided an opportunity for the image and civilian dissemination of regional images,allowing the dissemination of regional images to infiltrate the grassroots.This paper takes Liangshan Yi Autonomous Prefecture,a representative area for poverty alleviation,as an example,and combines the current popular Douyin short video dissemination characteristics,using Bloomer's theory of symbolic interaction,and using text analysis and content analysis research methods to analyze the Douyin platform.In-depth analysis of Liangshan short videos and netizens' comments above,pointing out the advantages and disadvantages of Liangshan Prefecture's image dissemination in the short video stage,and put forward optimization strategies for this.First of all,based on the past stages of regional image dissemination,this study interprets the differences in regional image dissemination in each stage,and summarizes the differences between the current regional image and the past regional image dissemination under the empowerment of mobile communication.Secondly,based on the short video content of Liangshan Autonomous Prefecture in the past three years on Douyin short videos,TOP100 popular videos were selected for empirical analysis,and the representative symbols contained in the videos were summarized,from political image,economic image,cultural image,landscape image and so on.The five aspects of the character image summarize the image of theLiangshan area presented by Douyin,and explain it in conjunction with the specific video content.Again,Bloomer once summarized the interaction process as a process of "stimulus-explain-response",and the audience's comments on short videos are the reaction process,so 1000 comments of popular videos were collected for content analysis and text analysis to verify short videos.The acceptance and recognition of the dissemination of regional images,and the in-depth exploration of the role of social situations in the dissemination of regional images.Finally,based on the analysis of empirical data and the problems presented,the enlightenment and warning of the dissemination of the image of the Liangshan region in the short video stage are drawn,and how the Douyin platform can disseminate the image of the poverty alleviation region with high quality from the three aspects of subject,content and communication strategy,and establish a unique memory of the region Make suggestions,and strive to make Liangshan's image become more and more beautiful,consolidate and promote the poverty alleviation effect to a higher level.