Research On The Short Video Communication Of Yangzhou "World Canal Capital" City Cutural Image

Urban cultural image is an important business card for a city’s external communication,and new media relies on visual images to give new vitality to the city’s cultural image.Because of its intuitive presentation and strong interactivity,short videos can subtly persuade the audience in the process of communication,and play a role in shaping and strengthening the cultural image of the city.However,the current creation of urban cultural bussiness cards lacks the excavation and shallowness of urban cultural image communication.In the new era,how to rely on short video communication to dig deep and present the cultural image of the city?It’s worth exploring.In terms of disseminating the culture of the Grand Canal and displaying the image of "World Canal Capital",Yangzhou makes full use of the advantages given by the Grand Canal,focuses on the target positioning of "World Canal Capital",and constantly innovates and continues the cultural context of the canal.The study takes the short videos related to the Grand Canal in the "Yangzhou Release"Douyin as a sample,takes the "5W communication model" as the main research theory construction framework,combines the in-depth analysis of visual rhetoric theory,and studies the short video communication of the cultural image of Yangzhou "World Canal Capital" through the research method of text analysis.The specific contents are as follows:The first chapter sorts out the relevant theories of short video communication of urban cultural images.Taking the "5W communication model" as the theoretical basis,combined with the practice of short video communication,starting from the three dimensions of short video presentation,short video symbolization,short video interaction and feedback,a new process of short video communication for studying urban cultural image is established.The second chapter starts from the dimension of short videos as communicators.The objective image of Yangzhou "World Canal Capital" can be reproduced through short video communication,and the reproduction of the cultural image of Yangzhou "World Canal Capital" in short video communication is studied from three dimensions:visual presentation,visual interpretation and visual emphasis.The third chapter analyzes the cultural image of Yangzhou as the "World Canal Capital"city disseminated by short videos from the perspective of symbolic practice.Through the use of visual metaphor,visual borrowing,visual authenticity and other techniques,the image of Yangzhou "World Canal Capital" in the viewing canal image,experiential canal landscape and participatory canal issue is analyzed and summarized.The fourth chapter starts from the interactive feedback dimension formed by short video communication,and analyzes the audience’s cognitive recognition of Yangzhou’s image of"World Canal Capital" based on short video comment samples.The analysis found that cultural memory of the audience can deepen the image of Yangzhou as the "World Canal Capital",and the audience’s identification with the canal cultural plays a role in expanding the image of Yangzhou as the "World Canal Capital",and the similarity of the audience’s comments also reverses the image of Yangzhou as the "World Canal Capital".The fifth chapter analyzes the problems existing in the reproduction,symbolizaton and audience identify of the cultural image of Yangzhou "World Canal Capital" in short video transmission,and proposes optimization strategies.