Analysis Of The Features Of The Short Videos Of Chongqing City Image Construction From The Perspective Of Semiotics

City symbol is the condensation of city image and city spirit.Every city has its own symbol.Symbols in a city are either deeply rooted in history and culture,or project the style of The Times.They become the spiritual and cultural symbol of a city with their own distinctive symbol image,and generate close emotional connection and interactive construction with people through social media.On the other hand,with the emergence and popularity of short video applications featuring "short,fast and flat",UGC content can be spread by virtue of the dividends of technology.With over 100 million videos played every day,Tik Tok has undoubtedly become the most popular short video APP.Therefore,the convenience of Tik Tok short videos also provides a new space for many individuals to spread and construct the image of the city.Taking the urban communication of Chongqing on Tik Tok short video platform as an example,this paper applies Roland Barter’s symbolic signification theory and the research methods of content analysis and text analysis to carry out an in-depth analysis of the denotation meaning and connotation meaning of the popular short videos on Tik Tok short video platform about the image communication of Chongqing in two aspects,and conducts a research and analysis on their communication rules and places that arouse reflection.First of all,from the perspective of denotation meaning,the content analysis and specific coding of Chongqing city image text are carried out to explore the basic information features of Chongqing city image short videos on Tik Tok platform and the representation under the symbolic signification system.Secondly,from the perspective of connotation meaning,semiotics theory is used to interpret the symbols of Chongqing city image spread by short video from two aspects: symbol representation,dynamic reconstruction and co-plastic.At the same time,through the user comments on the short video of Chongqing city image,the meaning and interaction of the short video construction of Chongqing city image are interpreted,so as to verify the acceptance and recognition of the short video propagation of city image.Finally,by summarizing the above analysis,it is found that the main body of the short video of Chongqing city image communication is diversified,the content types and forms become diversified,and the users’ cognition of Chongqing is enriched from multiple dimensions.Based on the above characteristics,this paper studies,summarizes and reflects on the short video of Chongqing city image on Tik Tok platform from three aspects: power operation,cognitive deviation and entertainment construction,so as to reveal the communication law and social influence behind the current short video communication of city image.