Research On The Communication Of Chinese City Image By The Short Video Content Of "Foreign Internet Celebrity"

The rapid development of short videos and their platforms has broadened the public’s information choices and given the public platforms to express their views.With the help of short video platforms,the public share what they see and hear in their lives.As a result,they have gained a lot of attention and fans and have become internet celebrities smoothly.Among them,"foreign internet celebrities" who have lived in China are one of them.By virtue of factors such as national characteristics and the perspective of "others","foreign internet celebrities" have natural advantages that ordinary internet celebrities do not have in short video content creation,which enables them to quickly attract the attention of domestic audiences and form good communication effects.Among the "foreign internet celebrities",the short video content of "foreign internet celebrities" represented by "Pu’er Wang Jixiang" focuses on the details of personal life in Chinese cities,showing all aspects of the city from an individual perspective,which has gained a large number of fans and earned economic profits.By watching his short videos,the public can learn about the food,culture and landscape of different cities in China,so as to deepen the understanding of the city.In this paper,multi-modal discourse analysis method,content analysis method,case study method and questionnaire survey method will be applied to clarify how the short video content of "Pu’er Wang Jixiang" not only accumulated fans and realized the realization of traffic,but also realized the image communication of the city.Thus,it can provide valuable reference for the construction of attractive,friendly and novel city image.Through the case study of the short video content of "Pu’er Wang Jixiang",the paper makes a specific analysis of the visual symbols and auditory symbols in the short video content.Based on the coding analysis of the communication theme,narrative perspective,camera angle,music sound effect and other contents of the short videos of " Pu’er Wang Jixiang ",the paper defines the symbol content of the short videos of " Pu’er Wang Jixiang " and how "foreign internet celebrities " realize the construction of the denotation meaning and connotation meaning of the city image by using symbols.Thus,the diversified images of Pu’er presented in the short video content of "Pu’er Wang Jixiang" are determined.Based on the case study,starting from the “foreign internet celebrity” short videos as a whole,the paper analyzes the merits of focusing on diversified micro topics in oral communication,alleviating cultural separation through cross-cultural communication and realizing information sharing and emotional resonance in interaction in the process of "foreign Internet celebrities" using short videos to display the image of Chinese cities.However,there are also problems such as the occurrence of short video works with false content,the mismatch between short video content and city positioning,the one-way mismatch between some "foreign Internet celebrities" and the audience,the dilution of city story telling and the limited external communication.The problems are caused by the fact that "foreign Internet celebrities" earn fans to realize the realization of traffic,government departments and short video platforms do not have adequate checks,social class differences still exist in virtual communities,content fragmentation caused by short video duration and immature construction of external communication discourse system.Therefore,in view of the above problems and causes,the paper puts forward suggestions from different aspects that should highlight the content construction and ecological governance of the city image communication center,strengthen the city image communication based on the city brand positioning and take multiple measures to enhance the external communication and guidance,in order to provide help for the image communication of Chinese cities.