狂欢理论视角下短视频对城市形象塑造作用研究——以“网红”城市西安为例

Study on the Effect of Short Videos on City Image Building from the Perspective of Carnival Theory—— A Case Study of the “Internet-famous” City Xi’an

近几年来,短视频的发展满足了受众碎片化的阅读需求,其对城市形象的塑造作用日益彰显。短视频打造出不少“网红”城市,其中的传播机理和传播效果值得研究。本文使用巴赫金的狂欢理论对西安城市形象短视频进行研究,探讨短视频对城市形象推广和传播的要旨。

In recent years,the development of short videos meets the needs of audience’s fragmented reading,and its role in shaping the city image is increasingly prominent.Short videos have created many“Internet-famous”cities,among which the transmission mechanism and effect are worth studying.This paper uses Bakhtin’s Carnival Theory to study the short video of Xi’an’s city image,and discusses the essence of short video in promoting and spreading the city image.