5G时代合肥形象短视频传播的策略研究

Research on the Strategy of Short Video Dissemination of Hefei Image in the 5G Era

5G时代以来,为颠覆以往合肥形象短视频传播和内容生产制作的底层模式,解决传播主体单一、传播内容同质化、传播技术滞后的困境,运用文献分析法和内容分析法,以目前合肥短视频内容与传播现状为基准,深挖合肥城市人文特色与地域风格,依托最新的视听特效,在传播主体上多向构建政府、媒体与民众之间的议程设置关系,以期实现主流价值输出和用户需求共赢。在传播内容上,采用全新的视觉符号“BEST”升级优化原创内容,在特定编码规则下,灵活共筑合肥理性的城市形象。在传播技术上,运用5G+AI+VR技术打造具备“内容+社交+场景”的特色短视频,在高清虚拟现实视频和沉浸式交互体验中不断深化社交和场景关系,塑造沉浸式、数字化、场景化多维立体的合肥城市形象。

In the 5G era,in order to change the previous low-level mode of Hefei image short video dissemination and content production,the study aims to solve the dilemma of single communication subject,homogenization of communication content,and lagging communication technology.By using the methods of literature analysis and content analysis,this paper,based on the current content and communication status of short videos in Hefei,digs deep into the humanistic characteristics and regional style of Hefei city,and relies on the latest audio-visual effects to build the agenda setting relationship among the government,media and the public in various directions in the communication subject,so as to achieve a win-win situation of mainstream value output and user demand.In terms of communication content,the brand-new visual symbol "BEST" is used to upgrade and optimize original content,and under specific coding rules,Hefei can build a rational city image.In terms of communication technology,5G +AI + VR technology is used to create characteristic short videos with "content + socializing + scenes",and the relationship between socializing and scenes is continuously deepened in high-definition virtual reality videos and immersive interactive experiences,so as to create an immersive,digital and scene-based multi-dimensional image of Hefei city.