Abstract

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Title:: Relation ship between mobile short videos and construction and promotion of a city’s image ——an example from Xi’an on Douyin App

Author(s):: WANG Yongan; YANG Zhongyang; School of Journalism and Communication, Shaanxi Normal University, Xi’an 710119, Shaanxi, China

Abstract:: This paper uses netnography and literature research methods to observe and analyze the process of using Douyin App to create and promote the image of Xi’an city. It is aimed at identifying the reasons why short videos are adopted to boost the city image and analyzing its communication effects. The study finds that Douyin App features the integration of production and communication, vertical screen display design, random recommendation function, musicorientated nature, huge brand impact, and a focus on individual value, which pave the foundation for developing a city’s image, the characteristics enable the App to deliver message and set agendas to recreate the image of Xi’an, to bridge the “urbanrural divide” through “urban decentralization”, to develop new urban texts to make up for the lack of original usergenerated content, and to promote the city domestically and internationally with painting the city image as the core. In the meantime, some problems are found in the process such as distortion in communication content resulted from profitseeking purpose, and misleading or negative city image from undisciplined users.