Research On The Construction And Dissemination Of Urban Image By Government Microblog

With the acceleration of urbanization,the competition between cities is becoming increasingly fierce.Today’s urban competition not only stays in the competition of economic strength,but also reflects the competition of urban culture,urban environment and urban quality of life.Its essence is the competition of urban image.As one of the city’s core competitiveness,the city image is a comprehensive embodiment of enhancing the city’s cohesion,building the city’s reputation and popularity,and promoting the exchanges between cities.Therefore,the construction and dissemination of urban image are highly valued by urban managers.With the penetration of the Internet and the rapid development of media technology,microblog has entered the vision of urban managers because of its immediacy,interactivity and dissemination.Government microblog has become a new medium for official and private communication,which has helped it play an important role in the construction of urban image and accelerated the dissemination of urban image.This study takes the official microblog "@microblog Yinchuan" of Yinchuan municipal Party committee and municipal government as the research object,takes the urban CIS as the theoretical guidance,and uses the relevant tweets in 2020 as the sample for analysis.Identify the city purpose and orientation in the system from the city concept;Urban politics,enterprises,citizens and activities in the urban behavior recognition system;From the perspective of urban style and urban landscape in urban visual recognition system,this paper discusses the construction of urban image by "@microblog Yinchuan" platform.On this basis,combined with the questionnaire survey,this paper analyzes the communication effect of "@microblog Yinchuan" on the city image from the perspective of the audience.The study found that in the process of constructing and disseminating the city image,the content of "@microblog Yinchuan" is lack of originality and innovation,weak interaction and uneven distribution of microblog topics,which are affected by media,politics,reality and other factors.On the basis of macro summary and micro analysis,this paper further puts forward some optimization suggestions on the construction and communication of urban image based on the current performance and influencing factors of "@microblog Yinchuan",that is,grasp the direction of urban image communication itself;The media characteristics of Weibo and the basic attributes of government Weibo;Improve the microblog text from multiple angles and enhance the attraction of relevant content,in order to provide useful reference for the construction and dissemination of city image by government microblog.