A Study Of City Image Communication Strategies In Celebrity Short Video From The Perspective Of Media Scene

In the Internet age,the factors influencing human interaction are no longer the physical place itself,but are more influenced by the medium of information flow.Scenes are mainly divided by the medium through which information is transmitted,and the separation of scenes corresponds to the separation of mediums.The dissemination of short videos can reconstruct the urban scene,allowing multiple scenes to coexist and change at will in the city,reducing the resistance and the time needed to switch scenes,which also changes people’s impression of the city and gives rise to new user behaviour.Under the operating rules of short video,the connectivity and interaction between people and urban scenes is manifested in the disappearance of territory,both in the dissolution of physical scenes and in the unrestricted nature of information scenes.The short video medium changes the behaviour of the audience in a subtle way,which people are not only unaware of but even accustomed to.For city image communication,the freedom of information scenes caters to the audience’s habit of receiving information.Based on the mobile internet’s "information + experience + scenes" model,short videos can build a panoramic city experience scene for users by constructing different city scenes,and build a fuller city image within users.This article aims to analyze the current situation,problems and strategies of celebrity short videos in city image communication based on media scene theory,and analyze the specific process and performance of popular cities’ image reconstruction and communication by means of short video "celebrity" events from the perspective of communication subjects,communication channels and communication contents.It is found that short videos have become the main way for the public to receive information,and audiences have formed the habit of using short videos to learn about city images.At the same time,short videos of celebrities have the problems of homogenization of communication contents,easy passing of communication hotspots,and negative events causing city image crisis.Therefore,this paper proposes the strategy of content innovation of city image in media scenes,the diversified communication strategy of government and net celebrities joining hands,and the double help strategy of short video platform and fan culture.Whether it is cities that are silent and unknown,or cities that are famous and want to tell new stories,how to grasp the law of short video communication,use short video to record the development dynamics of cities,tell the story of city life,serve the spiritual and cultural construction of cities,define and reinvent themselves,enhance the visibility of cities,and push open the door to victory in city image communication is an important issue in the construction and communication of city image in the new era.