英文摘要 | With the acceleration of China's urbanization process and the increasingly fierce competition among cities, city image becomes more and more important. A good city image can not only fully display the city characteristics and attract the attention of the outside world, but also enhance the sense of belonging and social responsibility of the citizens. Therefore, each communication subject needs to pay attention to the construction of city image, especially in the context of the rapid rise of new media, short video platforms such as Jitterbug have expanded new channels for the dissemination of city image. City managers recognize the important role of short videos in promoting urban development, and have begun to explore new channels to help spread and promote the city's image with the help of short videos. Zibo is no exception. In the past, Zibo's popularity on the Internet is relatively low, but this year, with Zibo barbecue as an opportunity, with the help of jitterbug short videos to promote vigorously, the city's popularity soared rapidly, attracting tourists from all over the country have flocked. Therefore, how to combine the current media ecology, better use of short videos to shape and spread the city image of Zibo, improve the competitiveness of the city, has become a problem that we need to pay attention to and explore.
This paper takes Zibo city image as the research object, starts from the semiotic perspective, adopts the research method combining content analysis and questionnaire survey, and explores in depth the construction and dissemination of Zibo's city image by jitterbug short video. The article first elaborates the concepts of Shake video and city image in detail, and then based on the content analysis, explores the construction of Zibo's city image in short video from the aspects of linguistic symbols and non-linguistic symbols, and evaluates the dissemination effect of Zibo's city image in Shake video by means of questionnaire survey.
It is found that Shake video plays a great role in promoting the construction and dissemination of Zibo's city image. Specifically, with the joint role of verbal symbols and non-verbal symbols, it has successfully shaped Zibo's unique and distinctive city image, and the results of the questionnaire survey also show that the Shake Shack video has played a positive role in enhancing Zibo's city image. However, some problems have been found through comparison, such as the serious homogenization of short video content and insufficient cultural connotation. In this regard, the article puts forward some specific optimization strategies and suggestions, such as focusing on refining and displaying the city's characteristic symbols, encouraging creators to deeply excavate and display the city's cultural connotations and so on.
Looking ahead, with the continuous development and popularization of new media technology and the increasing rise and growth of short video platforms, the role of Jitterbug short videos in the communication of city image will be more prominent and important, and the related research and practice will be more in-depth and extensive, which will promote the development of city image in a more diversified and three-dimensional direction. |
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