利用短视频传播城市形象的问题及对策  

City Image Communication by Short Video: Problems and Countermeasures

作　　者：柳邦坤[1] 顾任玲 Liu Bangkun;Gu Renling

机构地区：[1]淮阴师范学院传媒学院

出　　处：《传媒观察》2019年第9期23-29,共7页Media Observer

基　　金：2017年度江苏省社科基金系列专项课题重点项目“江苏大运河文化带建设中的沿线城市文化产业发展研究”(项目编号:17DDA010);扬州大学中国大运河研究院2019年度开放课题“中国大运河文化国际传播路径研究”的研究成果

摘　　要：随着移动互联网的快速发展,以智能手机为代表的终端设备日益大众化,依托移动智能终端的短视频应运而生,得益于网络传播即时化的优势,短视频在短时间内迅速扩散传播,它的诞生,不仅迎合了当下快节奏生活下碎片化的信息传播需求,更是凭借其门槛低、易操作、娱乐性强等特点满足了受众多方面的心理需求。短视频时代,一个“网红”的诞生可能只需要15秒,而“红”的对象不局限于人,还有城市。自去年开始,凭借抖音这个平台,重庆、西安、成都、厦门、杭州等城市迅速晋升为“抖音之城”,这些网红城市的出现,不仅体现了地方城市营销的觉醒,更体现了抖音等短视频平台巨大的传播影响力。利用短视频这一新的媒介形式传播城市形象,显然成了城市形象对外传播的新手段。然而,研究发现,短视频在建构城市形象过程中也存在着一系列问题,这些问题都需要在城市形象传播过程中得到有效解决。With the rapid development of mobile Internet, terminal devices represented by smart phones are becoming more and more popular. Short videos relying on mobile smart terminals have emerged. Owing to the advantages of instant Internet communication, short videos have been quickly spread in a short period of time. It not only caters to the demand for fragmented information dissemination in the current fast-paced life, but also meets the psychological needs of many aspects due to its low threshold, easy operation and entertaining nature. In the short video age, it may take only 15 seconds to produce an online celebrity. The object of popularity is not only limited to people, but also cities. For example, since last year, Chongqing, Xi'an, Chengdu, Xiamen, Hangzhou, among others, have rapidly risen to "the cities of Douyin" with this platform. The emergence of those famous cities on the Internet not only reflects the awakening of city marketing but also reflects the significant influence of short video platforms such as Douyin. The use of short video as a new medium to spread the image of the city has clearly become a new means of city image communication. However, it is found that short video also has a series of problems in the process of building city image.These questions need to be solved effectively in the process of city branding.

关 键 词：短视频 城市形象传播 问题 对策 

分 类 号：G206[文化科学—传播学]