“抖音之城”的形塑与传播——基于文化研究视角

Shaping and Communication of“Douyin City”—From the Perspective of Cultural Studies

抖音与城市开展深度合作,在短视频平台上建构综合性城市文化符号体系,共同打造了“抖音之城”这一文化复合体。研究发现,城市短视频文本具有鲜明的传播路径和特征,具体包括:内容上构建城市传播“BEST”四要素,形式上强化“短视频+社交”,风格上彰显平民主义与“纪实”表达。另外,抖音平台与地方城市需要从城市文化传承与创新以及平衡商业、技术与文化关系等方面进行反思与改善,从而共同促进“抖音之城”品牌的长效影响力。

Through in-depth cooperation with cities,Douyin constructed a comprehensive urban cultural symbol system on the short video platform,and jointly created the cultural complex of“Douyin City”.“Douyin City”has distinct characteristics in communication which strengthen the urban“BEST”elements in content,strengthen“short video+social”in form and shows populism and documentary expression in style.In addition,Tik Tok and local city need to reflect and improve the city s cultural heritage and cultural innovation to jointly promote the long-term influence of the brand of“Douyin City”.