Research On The Communication Of Chengdu City Image In Tik Tok Short Video From The Semiotics Perspective

A city is a general term for the form and range of human populations,representing the basic elements such as population,scale,politics,business forms,and culture within the region.As one of the important manifestations of the city’s soft power,the city image has important practical significance for the development of the city.As an emerging medium,short video integrates text,music,video,pictures and other forms of expression,innovating the traditional communication mode,and playing an important role in the shaping and dissemination of urban image.As the most popular short video platform nowadays,Tik Tok has become a powerful carrier for shaping and disseminating the image of the city.According to the "2021 Beautiful City Index: White Paper on the Relationship between Short Videos and Urban Agglomeration Prosperity" released by Tik Tok,Chengdu,with the highest proportion of 17.5%,surpassed Beijing,Shanghai,Guangzhou and other super first-tier cities and became the most impressive city among Tik Tok users.However,there is still a lack of research on the city image of Chengdu in Tik Tok short videos.Therefore,based on Roland Barthes’ s signification theory,this study comprehensively uses content analysis method and text analysis method to make an in-depth analysis of the highly popular Chengdu city short videos in Tik Tok platform and their audience comments,so as to explore the construction and communication of Chengdu city image in Tik Tok short videos.Firstly,this paper analyzes the symbolic representation of city image constructed by short video,and through the content analysis of the Chengdu city image text in Tik Tok short video platform,it is found that the short video of Chengdu city presents the characteristics of diversified aggregation,detailed display and interactive presentation of symbols.Through the analysis of the extension level of the symbol,it is found that the production of meaning has not stopped.From this,the second level of the symbol,that is,the connotation level,is explored.The study finds that the return of the city’s individual discourse power makes the transfer of the city’s image dissemination power a reality;the scene setting is related to the daily life,the way of storytelling and the appearance of the urban dialect,which makes the form of Chengdu’s city image communication turn to civilians;the technical empowerment of short videos and the dynamic aggregation of symbols reconstruct the image of Chengdu.In addition,this paper analyzes the audience comment texts of short videos of Chengdu city to verify the acceptance and recognition of the city image of Chengdu in the short videos.A new interpretation of meaning will also emerge.Finally,based on the current situation of Chengdu city image dissemination in Tik Tok,this paper proposes relevant communication strategies to maximize the significance of Chengdu city image dissemination by using short videos,in order to provide ideas for the continuous construction and optimization of Chengdu city image.