福建城市形象元素的构建与传播--以福建省文化和旅游厅官方抖音号为例

On the Construction and Dissemination of the City Image Elements of Fujian Province--Taking the Official Douyin Account of Fujian Provincial Department of Culture and Tourism as an Example

以福建省文化和旅游厅官方抖音号2018年7月17日至2019年9月6日期间发布的短视频为基本数据,从BEST、人物、文案、投放时间、互动等方面展开分析,发现这些短视频注重以下方法的运用:宣传一种以声色相结合、重景点轻饮食文化的城市品牌形象;借助闽籍演艺名人、福建省第一位外籍永久居民、网红和普通受众等多种人物形象推广旅游路线;借助反问和设问的手法演绎出连续式的解疑文案来吸引受众关注。但这些短视频整体互动方面不够理想,建议从以下几方面构建福建城市形象元素:基于福建省的发展定位进行城市形象重构,围绕BEST构建多元城市特色符号,寻求城市名称与城市资源的契合,传播内容的多渠道挖掘与扩散。

Based on the basic data of the short videos released on the official Douyin account of Fujian Provincial Department of Culture and Tourism from 17th June,2008 to 6th September,2019,this paper analyzes the elements of characters,advertisements,the time to market and interaction,and finds that the following three methods are adopted in shooting those short videos.Firstly,sounds and colors are combined in publicizing a city image,and more emphasis is put on the places of interest than on local cuisine.Secondly,tourism routes are promoted with the help of the celebrities in show business who are of Fujian origin,the first foreign permanent resident of the province and some celebrities from the internet as well as ordinary people.Thirdly,the advertisements which employ continuous rhetoric questions and answers are created to attract target viewers’attention.However,those short videos turn out to be far from ideal in terms of the interaction with audiences.The construction of the city image elements in Fujian can be carried out from the following aspects:the reconstruction of city images based on the reposition of Fujian province,the construction of diversified symbols of city characters around BEST,the search for a harmony of the city name and city resources,and the multi-channel excavation and diffusion of communication content.