Research On The Communication Effect And Influencing Factors Of Chongqing City Image On YouTube

A good national image cannot be separated from the improvement of the international image of each city.The external communication of a city is an important part of the country’s external communication.As one of the four major municipalities directly under the Central Government in China,Chongqing is an international comprehensive transportation hub in southwest China.Studying the overseas presentation,shaping and dissemination of its urban image undoubtedly has important implications for how to tell the story of China to the world and expand Chongqing’s external influence.As a video platform with great influence overseas,YouTube is an important channel for publicizing the image of cities and telling stories about China.Therefore,this paper mainly analyzes the communication effect and influencing factors of Chongqing’s city image in the overseas social media YouTube platform,in order to obtain research data and conclusions to provide reference for the relevant departments engaged in external communication.This paper first uses Python to capture relevant videos in the YouTube platform with the Chinese phonetic alphabet of Chongqing as the key word,and then processes the video text irrelevant to Chongqing.After that,it carries out high-frequency word statistics and content analysis through data mining,and summarizes the specific content of Chongqing image in YouTube,including economic,social,cultural and ecological aspects.In general,YouTube users pay more attention to the cultural and social aspects of Chongqing;The contents of catering culture,urban architecture,popular culture and major events can significantly enhance the city’s popularity.This study is mainly aimed at the analysis of the effect of Chongqing city image on YouTube;Therefore,based on the characteristics of YouTube video social platform,the author divides the influencing factors of video communication effect into two dimensions: video attribute and author attribute,that is,the influencing factors of content communication effect and user communication effect.The impact of content theme,video duration,video type,the number of authors’ fans,the total number of authors’ videos watched,and the release frequency of authors’ Chongqing content on the communication effect of Chongqing’s urban image is measured.Based on this,the influence factors of various indicators on the effect of video transmission are discussed by establishing a multiple linear regression model.The research shows that there are significant differences in the communication effects of videos with different content themes;Videos with cultural themes are more likely to attract users to watch and like,while videos with social themes are more likely to attract users to participate in comments.Secondly,the video length significantly affects the video effect;In the YouTube platform,videos with longer duration and higher information density are more consistent with the current user’s information behavior,and are easy to obtain better communication effects.Third,compared with live video,the finely processed video can significantly improve the communication effect.Fourth,the influence of the author has no significant impact on the promotion of relevant video content in Chongqing,but it can largely mobilize users’ attitudes and reactions to information content.Fifthly,the total number of times the video author plays and the frequency of releasing relevant content in Chongqing have a significant negative impact on the video transmission effect;This reflects that overseas user groups have little knowledge of Chongqing,and users’ participation in such information is generally low.There is a lack of high-quality bloggers dedicated to the content transmission of Chongqing’s urban image in the YouTube platform.Finally,in combination with the conclusion of this study,it compares with the communication profile of i Chongqing,the official YouTube account in Chongqing,and puts forward more targeted suggestions for optimizing its communication path,and provides inspiration and reference for the practice of external communication in other cities in China.