| Since 2018,a series of short videos on Tik Tok have made Chongqing Liziba Light Rail Scenic Spot popular.Liziba Station has become a well-known "Internet celebrity station" at home and abroad because of its "train passing through the building".Chongqing Municipal Government opened a viewing platform for Liziba Light Rail on August 21,2018,with tourists watching and taking photos.On November 18,2020,Liziba Light Rail Station was elected as "New Landmark of Chengdu Chongqing Fashion".The city image can be significantly influenced and disseminated through the use of short videos.As a characteristic city symbol of Chongqing,"Liziba Light Rail Crossing the Building" makes the image of Chongqing on the short video platform more diversified and three-dimensional.The spread of Liziba short video on domestic and overseas short video platforms can also better help Chongqing’s urban communication and image building.With the help of the theory of interactive ritual chain,taking Tiktok and its overseas version as examples,relying on the content analysis method to construct 13 specific categories in the three dimensions of communication subject,focus,and emotional state,this paper analyzes the communication characteristics of Liziba short videos in Tik Tok platforms,and analyzes the elements of the interactive ritual of Liziba short videos and the communication of Chongqing city image in the interactive ritual.Based on the results obtained from the analysis of communication characteristics of Liziba short video,the communication effect of Liziba short video and its influencing factors are analyzed by non-parametric test.The research on the two Tik Tok platforms’ samples shows that the six indicators of the communication subject account type,the regional distribution of the communication subject,the content theme,the video duration,the video orientation,the commentary and the simultaneous voice have a significant impact on the interaction number of Liziba short videos.The shooting mode has no significant impact on the number of short video interactions of Liziba on both platforms.However,the three indicators of picture ratio,background music and topic tag show different significance on the two platforms.Finally,according to the results of data analysis,this paper points out the advantages and disadvantages of Liziba short videos interactive communication,and puts forward a benign strategy to improve the effect of Liziba short videos communication:Combining official and individual efforts to create a communication polymer;Using force to disseminate symbols and reasonably set the focus of attention;Strengthen cultural values and enhance users’ emotional energy;Meet the demand for high-quality content and improve the accuracy of international communication. |
