基于SIPS理论模型的美食短视频传播城市形象策略研究

On the City Image Dissemination Strategy via Gourmet Food Short Videos under the Context of SIPS Mode

智能媒体时代,短视频为大众主动参与城市形象的建构与传播提供了新的视角和实践。美食因其独特魅力,成为城市独有的特殊符号和城市形象传播的重要载体。以短视频垂直细分领域下的美食短视频作为切入点,解析美食短视频在城市形象传播上的重要性,厘清其在传播城市形象过程中存在的问题,结合SIPS模式,分别从共鸣、确认、参与、共享四个阶段,提出优化美食短视频传播城市形象的策略。

In the era of smart media,short videos provide a new perspective and practice for the public to actively participate in the construction and dissemination of city images.Because of its unique charm,gourmet food has become a special symbol of Chinese traditional culture and an important carrier of city image dissemination.On the basis of analyzing the significance of city image dissemination via gourmet food short videos well as exploring the confronting challenges,this paper proposes optimizing the city image dissemination strategy via gourmet food short videos within the four stages of Sympathizing,Identifying,Participating,Sharing,combining with the SIPS model.