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| 新媒体视域下短视频对城市形象的传播研究 |
| Research on the Communication of Short Video to City Image from the Perspective of New Media |
| 投稿时间：2024-11-12 |
| DOI：10.16018/j.cnki.cn32-1499/c.202502013 |
| 中文关键词: 新媒体 短视频 城市形象 社交互动 |
| 英文关键词: new media short-form video city image social engagement |
| 基金项目:安徽省高等学校科学研究项目(人文社会科学类)(2024AH052791)；安徽省高等学校科学研究项目(人文社会科学类)(2024AH052792)。 |
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| 中文摘要: |
| 新媒体时代，短视频凭借其独特的视觉叙事、符号运用和内容创新，已成为城市形象传播的重要载体。它不仅能够增强城市形象的个性化表达和社交互动，还能通过提升公众的参与感，扩大城市的知名度和美誉度。通过阐述城市形象的概念及其构成要素，深入分析短视频在城市形象构建中的作用机制，并针对性地提出了短视频在城市形象传播中的定位、内容创新、互动促进及多渠道推广策略，旨在指导城市在新媒体平台上更有效地塑造和传播自身形象。 |
| 英文摘要: |
| In the new media era, short-form video has become a pivotal tool for city image dissemination by leveraging its unique visual narratives, symbolic representations, and content innovation. It significantly enhances the personalized expression and social engagement of city branding. Additionally, by fostering public participation, short-form video further improves a city′s visibility and reputation. This paper clarifies the conceptual framework of city image and its core components. Furthermore, it analyzes the mechanism through which short-form video facilitates city image construction. Strategic recommendations—including targeted positioning, content innovation, interactive promotion, and multi-channel synergy—are proposed to support cities in effectively shaping and communicating their images on new media platforms. |
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