Research On The Shaping And Dissemination Of Changchun City Image By Douyin Short Video

In the 21st century,with the acceleration of economic globalization and the rapid development of information technology,the speed of urbanization in China is getting faster and faster,and the competition between cities is becoming more and more fierce.Shaping and disseminating a good city image can effectively improve the comprehensive strength of the city,promote investment attraction,promote the development of the tourism industry,make the city’s economy develop,and enhance the citizens’ sense of identity and belonging to the city,and help social civilization and harmony.Therefore,the shaping and dissemination of urban image has gradually become a major research topic for city managers.This paper mainly selects Douyin short videos to study the shaping and dissemination of Changchun’s city image.Firstly,the advantages of Changchun’s urban resources and the official positioning of Changchun’s city image are summarized and summarized,and the development history of Changchun’s urban image communication is sorted out.Secondly,300 short videos were obtained through judgment sampling from Douyin platform,and then the top ten comments in popularity under the short video were selected,and a total of 3,000 comments were selected as comment samples,and research methods such as content analysis method and case analysis method were used to obtain basic video attributes such as video producers,video sources,video duration,video propagation,POI card conditions,as well as copywriting,subtitles,sound,content theme performance,picture presentation methods,A total of 11 aspects of video content factors such as content tendency were analyzed basically,key categories were cross-analyzed,and the interaction between the two sides was discussed through comment samples.Furthermore,the communication characteristics of Changchun city image in Douyin short videos are summarized,that is,multiple symbols create immersive experiences,micro-narratives highlight personal subjective expression,text language style is witty and humorous,and interactive rituals stimulate the formation of emotional energy,and it is pointed out that the image of Changchun city created by Changchun is a government image that is conscientious and ruling for the people,an economic image of high quality and low price,a prosperous commercial image,a cultural image with many delicious foods and deep heritage,a positive and optimistic and humorous citizen image,and an ecological livable,clean and tidy environmental image.At the same time,the research also summarizes the problems existing in the shaping and dissemination of Changchun city image on Douyin platform,which mainly includes four points:(1)the proportion of participants is unbalanced,and the official positioning is insufficient;(2)The auditory recognition degree of urban image is low;(3)homogenization of communication content and insufficient representation of urban cultural connotation;(4)Negative events affect urban reputation.Therefore,in order to further improve the communication effect of short video of Changchun city image,four optimization strategies are put forward: first,the government should play a leading role in disseminating multiple city images;Second,strengthen the symbol of urban music;Third,excavate the cultural connotation of the city and tell the story of Changchun well;Fourth,strengthen urban management and establish a negative event handling mechanism.Hope to provide some feasible suggestions for the propagation of Changchun city image on short video platform in the future.