莆田城市形象在抖音短视频中的媒介化建构——基于用户视角分析

The Mediatized Construction of Putian City s Image in Douyin Short Videos:An Analysis Based on User Perspective

聚焦抖音短视频平台上莆田城市形象的媒介化建构,分析用户生成内容对城市形象塑造的影响。采用内容分析法,选取了特定时间段内的短视频样本,说明城市形象的建构是一个由用户互动和多样化内容共同推动的动态过程;认为莆田城市的硬环境形象通过用户的个人视角得到展现,软环境形象以妈祖文化为核心,功能形象则通过美食等元素体现;指出普通用户在城市形象传播中的作用日益增强,而官方与普通用户的合作对塑造全面的城市形象至关重要。

The study focuses on the mediatization construction of Putian city image on the Douyin short video platform,and analyzes the impact of user-generated content on the shaping of the city image.By using the content analysis method,short video samples within a specific time period are selected,which shows that the construction of the city image is a dynamic process jointly driven by user interaction and diverse content.The hard environment image is presented through the personal perspective of users;the soft environment image is spread with Mazu culture as the core;the functional image is reflected through elements such as food to embody urban life.The study points out that the role of folk participation in the communication of city image is increasingly enhanced,and the cooperation between the official and the folk is crucial for shaping a comprehensive city image.