抖音赣方言短视频对南昌城市品牌形象构建的策略

Strategies for constructing the brand image of Nanchang City through Douyin short videos in Gan dialect

本文以优化抖音平台传播的南昌城市形象为目的,以抖音平台上南昌赣方言短视频作为切入点,采用内容分析法,对样本从发布来源、内容主题、视频创作者、视频受众等方面进行分类和分析。研究发现,赣方言短视频主题以市民生活类、地方文化类为主,内容多由用户个人发布,对南昌城市形象的构建存在城市精神内涵表现不足、缺乏内容与创新等问题。针对这些问题,本文提出做好顶层设计、强化城市特性、培育头部大V、促进内容多元化等发展对策,以期为在短视频领域构建独特的城市品牌形象提供参考。

This paper aims to optimize the dissemination of the urban image of Nanchang on the Douyin platform,focusing on the Nanchang Gan dialect short videos on Douyin.Content analysis is used to classify and analyze the samples from the aspects of publication sources,content themes,video creators,and video audiences.The study finds that the themes of Gan dialect short videos mainly revolve around citizens'daily lives and local culture.The content is mostly user-generated,but there are shortcomings in expressing the city's spirit and a lack of innovative content for constructing the brand image of Nanchang City.To address these issues,this paper proposes development strategies such as improving the top-level design,strengthening urban characteristics,nurturing influential creators,and promoting content diversification.These strategies aim to provide references for building a unique brand image of the city in short videos.