Research On Tianfu Culture Communication And Chengdu City Image Shaping In Short Video

Under the background of economic globalization,urban culture,as an important competitive factor between cities,plays an important role in improving the "soft power" of cities and shaping the image of cities.Urban culture is the root and soul of urban image,and urban image is the carrier and external expression form of urban culture,as well as the condensation and embodiment of urban culture.Therefore,Urban culture cannot be avoided when talking about the image of a city.However,the current research on urban culture and urban image is often separated.Short video provides a new container for urban culture and a new way to write urban image.Based on this,this paper takes short videos related to Tianfu culture as the main research object,takes the theory of cultural identity as the theoretical basis,adopts the research method combining quantitative and qualitative,and combines Tianfu culture with Chengdu city image."What kind of image of Chengdu city has been shaped by short videos related to Tianfu culture(what is it)--How has the image of Chengdu city been shaped by short videos related to Tianfu culture(how is it)--how has the image of Chengdu city been shaped by short videos related to Tianfu culture(how is the effect)--how can we better spread Tianfu culture and shape the image of Chengdu City(strategic construction Discussion)as the main line of logic,answer "what","how","effect","suggestions" four questions,on the one hand can explore Chengdu city image building,on the other hand can also glimpse the spread of Tianfu culture status.The results show that the uniqueness of Chengdu city image building in Tianfu culture-related short videos is broken and the subjects are diversified.There are more positive images of Chengdu,and the theme of the content is mainly to show "optimism and inclusiveness" of Chengdu.The narrative structure,concept,perspective and material selection show diversity;As for the effect of image building of Chengdu city in short videos related to Tianfu culture,this paper starts from the review text and discusses from the three aspects of cognition,attitude and behavior.Finally,it is found that short videos related to Tianfu culture are easy to guide the audience to seek identification discourse through self-expression,and construct and deconstruct the image of Chengdu city as well as identify and oppose it.The city image of Chengdu is finally endowed and reconstructed with new meaning in the audience’s discourse system.At the same time,the results of the in-depth interview confirmed the above statement,the audience’s main cognition of Chengdu city image is relatively solidified;When watching short videos related to Tianfu culture,most audiences have a certain cultural identity,but the identification is superficial.In terms of emotional attitude,there is a certain gap between the "other" and the local perception.On the action level,influenced by short videos related to Tianfu culture,the audience is easy to actively share or punch in the field.Based on the above research,this paper summarizes the problems of Tianfu culture communication and Chengdu city image building in the short video,and puts forward corresponding suggestions.