城市形象的短视频宣传策略研究——以东莞为例

Research on Short Video Promotion Strategy of City Image——A Case Study of Dongguan

短视频作为传播渠道,拥有更贴合当代受众接收偏好和媒介发展趋势的特点,受众群庞大。短视频可以成为城市形象宣传和推广的有力推手。借助短视频的独特传播优势,东莞要挖掘出适合渠道传播的内容,提炼出东莞特色的城市符号资源,通过打造主流媒体和自媒体的多元短视频宣传格局、做好长期和短期议程设置、挖掘与众不同的城市形象传播元素和标志性城市场景、推广城市文化特色、建立过滤机制和风险防范机制、构建融媒体传播矩阵等传播策略,实现城市形象的提升。

As a communication channel,short video is more preferred by contemporary audiences and more in line with media development trends.It can become a powerful tool for the promotion of city image.With the unique advantages of short video,Dongguan should explore the contents fit for communicating and extract the distinct iveresources of city symbol.By building a short⁃video promotion pattern combining main⁃stream media with we media,setting long⁃term and short⁃term agendas,mining special elements of city image communication and iconic urban scenes,publicizing urban cultural features,establishing mechanisms to filter and prevent risks,and constructing media communication matrix,the image of Dongguan can be enhanced.