Research On The Communication Of Xuancheng Cultural Image In Tiktok Short Video

With the acceleration of urbanization in China,shaping a unique and high-quality urban business card has become a key aspect of urban construction today.The dissemination of urban image is an important way to inherit the historical context of a city and promote its economic development.The image of a city is a reflection of its comprehensive strength,including politics,economy,culture,and citizen life.The historical and cultural elements in it reflect the unique temperament of a city and are the most competitive intangible assets of a city.Xuancheng,formerly known as Wanling or Xuanzhou.As one of the core areas and birthplaces of Huizhou culture,Xuancheng culture has a solid foundation.With the rapid development of new media,urban image is being disseminated in new ways,and the construction and promotion of urban image face enormous opportunities and challenges.As the representative of new media,Tiktok short video shows the physical image of the city,but also builds the media image of the city,bringing a new opportunity for the spread of the city image.Therefore,this paper takes Tiktok short video as the sample selection platform,takes Xuancheng city culture as the research object,and uses literature analysis,content analysis and questionnaire survey to deeply explore the dissemination of Tiktok Xuancheng cultural image.By extracting 200 short video samples related to Tiktok Xuancheng culture,this paper analyzes the three dimensions of communication content,communication subject and video communication power,and explores the specific presentation of Xuancheng cultural image in Tiktok platform communication.The video publishers are diverse but unevenly distributed;Short videos exhibit diverse themes,but their content is severely homogenized;The effectiveness of dissemination is poor,and there are too few short videos of "popular" products.Based on the perspective of solving the practical problems of the communication of the cultural image of Tiktok,this paper analyzes the short video communication of the cultural image of Tiktok through a questionnaire survey,Optimization suggestions from three perspectives for creating popular videos,with the aim of providing reference value for the better shaping and dissemination of Xuancheng’s cultural image in the future.