Research On The Construction And Dissemination Of Urban Image Of "Cool Guiyang"

With the increasingly close connection between the Internet and people ’s daily life and the deepening degree of media integration,media plays an increasingly important role in enhancing the international visibility and competitiveness of cities in the process of constructing and improving the image of cities.Guiyang,as the capital city of Guizhou Province,has left a negative impression of poverty and backwardness in external cognition for a period of time.In recent years,with the continuous efforts of the party,the government and the people of the whole city,the comprehensive strength of Guiyang ’s economy,society and culture has undergone tremendous changes,and “Cool Guiyang” has gradually entered people ’s vision and become a new image symbol and cultural carrier.With the implementation of the strategic positioning of Guizhou and the five-year action of“strengthening the provincial capital ” in the “Opinions on Supporting Guizhou to Break a New Road in the Western Development in the New Era”(No.2 Guofa)issued by the State Council,the city image of “Cool Guiyang” has been endowed with new connotation by the times,and at the same time,it also puts forward higher requirements for the media belonging to Guiyang Daily Media Group,which is the main force of the dissemination of the city image of Guiyang.In this regard,this paper focuses on the city image of “Cool Guiyang” from the perspective of media convergence.The target media selects four representative media belonging to Guiyang Daily Media Group,namely,“Guiyang Daily”and “Guiyang News Network ” as representatives of traditional media in Guiyang City,and“Guiyang Network We Chat Public Account ” and “Guiyang Network Chatter ” as representatives of new media.Taking the reports on the city image of “Cool Guiyang”from its establishment in 2006 to September 30(th),2021 as research samples,this paper comprehensively analyzes the data and content of the reports.This paper summarizes the problems existing in the process of media construction of “Cool Guiyang” city image,such as the homogenization of news reports,the single form of news reports,and the low degree of news media integration.These problems lead to the deviation between the actual development of Guiyang and the public ’s cognition of its city,which is contrary to the original intention of Guiyang to promote the high-quality development of local undertakings with good city image.In order to solve the above problems,the author puts forward the optimization suggestions of telling the city story of “Cool Guiyang”,creating the excellent news of“Cool Guiyang” and expanding the communication matrix of “Cool Guiyang”,in order to provide some solutions for the problems that may exist in the construction of the city image of “Cool Guiyang” by the media,and to improve the quality of the city image of Guiyang,so as to promote the comprehensive strength of Guiyang ’s economy,society and culture to continue to contribute to a good force,help Guiyang seize the major opportunity of the new national development document No.2,and write a new chapter of “strong provincial capital”.