| In the era of media socialization,mass media acts as a bridge between the city and the public.People understand and perceive the city through the city information transmitted by mass media,thus forming the impression of the city.The development of urbanization makes the competition between cities become increasingly fierce.The city image,as the externalization of a city’s comprehensive strength,is an important part of the city’s core competitiveness.Chongqing’s Bridges are at the leading level in the country and even the world in terms of number,type,construction technology and craft.Chongqing has abundant historical and cultural resources and unique bridge buildings.The shaping of its urban image is related to the economic and cultural development of Chongqing.The development of media technology makes the city image more and more multi-dimensional,and also speeds up the city image in the public communication.Nowadays,short video is not only the main channel for the public to perceive the contemporary city,but also an important window for the city to show its image.The rise and prosperity of short video has played a positive role in the construction and dissemination of the city image.Guided by the theory of mimicry environment and urban CIS,this paper takes the short video related to Chongqing bridge on Douyin platform as an example,and mainly starts from the basic attributes of short video and the city image.It can be divided into nine categories: video tendency,video source,video duration,video score,video commentary,video subtitles,visual identification,behavior identification and concept identification to explore the construction methods of Chongqing bridge short video on the city image,which can be divided into four main points.First,the video tendency is less negative and mainly positive.Second,the video sources are various,mainly ordinary people;Third,uneven distribution of image issues,visual image prominent;Fourth,high frequency of music in the late video,lack of subtitles.The strategy of constructing the city image of Chongqing bridge short video is mainly to build a three-dimensional image with video function,show the city characteristics with multiple symbols and make good use of audio-visual to highlight the city charm.Through the analysis of the samples,it is concluded that the visual image of Chongqing constructed by the short video of Chongqing bridge is the city of magic and mountains and rivers,the behavior image of Chongqing is the image of the friendly and practical government and the image of the straightforward and kind citizens,and the idea image of Chongqing is the national historical and cultural city and the economic center of the upper reaches of the Yangtze River.Based on the analysis of the short video content of Chongqing bridge on TikTok,the author finds the problems of the short video of Chongqing bridge in the construction of Chongqing city image: unbalanced agenda setting and one-sided image display;Lack of interactive feedback,image one-way propagation;Insufficient cultural interpretation and superficial image presentation.In view of the shortcomings of Chongqing bridge short video construction of Chongqing city image,three optimization suggestions are put forward.First,update the construction principle and display multiple images;Second,explore diverse interactions and strengthen image communication;Third,promote quality video release and enrich image connotation.In order to understand the problems existing in the construction of Chongqing city image by bridge short video,promote the sustainable development of the construction of Chongqing city image by bridge short video,and promote the more efficient and three-dimensional construction of Chongqing city image. |
