抖音短视频塑造城市形象的传播策略研究——以哈尔滨为例

Research on the Communication Strategy of TikTok Short Video Shaping the City Image-Taking Harbin as an Example

随着互联网的普及和短视频平台的兴起,城市形象传播策略正在发生深刻变革。城市形象是人们对城市的主观印象,是通过大众传媒、个人经历、人际传播、记忆以及环境等因素共同作用而形成的,是社会公众对于城市内在特质与风貌特色的感知与理解,它体现了城市的文化内涵和社会价值取向,是城市软实力的重要组成部分。良好的城市形象有助于提高城市的知名度和美誉度,吸引人才、资本和游客,城市形象塑造对于城市的发展至关重要。抖音短视频具有视觉冲击力强、传播速度快、互动性高等特点,为城市形象传播提供了新的可能性。本文以哈尔滨为例,深入探讨抖音短视频在塑造城市形象方面的传播策略,并对存在的问题提出对策,创新传播策略,提升短视频内容的质量和影响力,以更好地塑造和传播城市形象。

With the popularity of the Internet and the rise of short video platform,urban image communication strategy is undergoing profound changes.The city image is people’s subjective impression of the city,which is formed by the joint action of the mass media,personal experience,interpersonal communication,memory and environment.It embodies the cultural connotation and social value orientation of the city,and is an important part of the soft power of the city.A good city image helps to improve the city’s visibility and reputation,attract talent,capital and tourists.City image building for the development of the city is crucial.TikTok short video has the characteristics of strong visual impact,fast transmission speed and high interaction,which provides a new possibility for city image communication.Taking Harbin as an example,this paper discusses in-depth the communication strategies of TikTok short video in shaping the city image,and puts forward the countermeasures to the existing problems,innovates the communication strategies,and promotes the quality and influence of short video content,to better shape and spread the image of the city.