移动短视频和城市形象建构传播的关系-《长安大学学报（社科版）》

文章信息/Info

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

摘要:: 为研究西安市运用抖音App建构传播城市形象的过程，运用网络民族志法、文献研究法等研究方法，探寻移动短视频进行城市形象建构的原因，并分析其传播效果。研究认为，抖音App由于其自身具有的生产传播一体化、竖屏设计、盲选推送、强音乐属性、品牌影响力大、个人价值关照强等特点，所以具有助力城市形象建构的基础，能够产生信息传递与议程设置并重，构建西安形象；去“城市中心化”表达，弥合“二元鸿沟”；开发新型城市文本，弥补用户自创内容不足；以城市形象为核心，海内外两翼传播等正面效应，在一定程度上起到对城市形象建构传播的作用。同时，也发现了抖音App在城市形象建构传播过程中存在一些问题，如商业行为导致传播内容异化和用户自律性差造成误导或城市不良印象等。

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.