Research On Visual Communication Of Guangzhou City Image Based On Douyin Platform

As the world enters the age of visualization,visual elements have become the key elements of information communication,and the construction and communication of city image have become inseparable from visual communication.Visual communication promotes the city image through visual and concrete communication methods,so that the audience can better understand and identify with the external appearance and inner spirit of the city,so as to complete the construction and communication of the city image.However,there are not many studies on the city image in short videos from the perspective of visual communication.This theris holds that it is a significant task to understand and spread the city image from the perspective of visual communication.As a popular visual communication platform in China,Douyin short videos have successively won popularity in Xi ’an,Chongqing,Chengdu and other cities.In the new media environment,how to further shape and spread the image of Guangzhou,an old first-tier city,through short video platforms,so as to obtain the power of urban development,is an issue that needs attention.This thesis takes Guangzhou related works on Douyin platform as the research object and selects short videos of Guangzhou city image from January 1 to December 31,2020 as samples for analysis.Guided by relevant theories such as visual communication,media construction and semiotics,this thesis adopts content analysis method and text analysis method to complete the category construction of sample videos.Get a preliminary understanding of basic attributes,visual form and content features of Guangzhou image short video.On this basis,the visual representation of short video is further studied,and it is found that the visual representation of short video has different encoding characteristics from the previous urban documentaries and propaganda films dominated by the government and mainstream media.Network users are more active in decoding the visual representation than the previous audiences,and thus derived two new decoding methods: creative and carnival.At the same time,it is found that the visual representation of the reality of the short video is not a true copy,but a simulated virtual image and improved filter image.This theris affirms the broad prospect of short video in the communication of city image,and holds that short video can effectively promote the sustainable development of city economy,establish a comprehensive and three-dimensional city image,and enhance the recognition of city image through visual communication.However,at the same time,there are some obvious shortcomings in the visual communication of city image in short videos,which mainly include the following three points: the absence of the government leads to the absence of mainstream visual culture,serious content homogenization,and the pursuit of entertainment attributes,inaccurate push and insufficient insight into the scene.In view of these three deficiencies,this theris puts forward corresponding suggestions for reference:enriching the main body,adjusting the content,improving the recommendation mechanism.Through the above research and suggestions,this theris tries to provide some useful references for the visual communication of Guangzhou city image.