An Analysis Of Communication Effectiveness Of Shanghai City Microfilm Based On The City Cultural Image Perspectives

The birth of microfilm marked a new chapter in the development of city image publicity film.City micro film,with urban-related topics,aiming at enhancing the city's image has become an important media channel for the construction and dissemination of urban images.City microfilms are characterized by elite narratives,diversified thematic,and widespread participation among citizens,which offer them some edges comparing with city image publicity film,for its “temperature” and infectious power to resonate with the audiences,and they have unique advantages in the dissemination of city cultural images.At present,there is a lack of research on the factual effects of city microfilms on the dissemination of city cultural images.In terms of how the content of urban microfilms influences the audience's level of affection to them,and how viewing the urban microfilms influences the audience's perception and attitude towards the city's cultural image,it is worthwhile for the administrators of cities to consider and to optimize the communication of city cultural images.This dissertation attempts to use empirical research methods to study the effectiveness of Shanghai city microfilms on publicizing city cultural images,focusing on audiences' differences in perceptions,attitudes,and behavioral intentions towards Shanghai city cultural image before and after watching the microfilm.According to city cultural images theory,this paper categorizes the perception of Shanghai's city cultural image into three dimensions: the material cultural layer,the behavioral culture layer,and the spiritual cultural layer;it classifies the attitudes toward Shanghai into two dimensions: the attitude toward city microfilm and the attitude toward city cultural image.The intention of visiting Shanghai is classified into: the possibility of visiting Shanghai,the possibility of studying,working,travelling and residing in Shanghai in the future.As for the contents of city microfilms,this article analyzes six dimensions from narrative perspective,namely,movie plot,theme,emotional appeal,quality of shooting and background music.In addition,this study introduces 4 variables,gender,education level,nationality and whether or not to Shanghai to study how they affect the audiences' cognitive,attitude,behavioral intentions after watching the city micro-movie are different.The study discovers that after watching the Shanghai City Microfilm,the audience's perception,attitude,and behavioral intention towards Shanghai city cultural image have significantly improved.Additionally,audience's perceptions,attitudes,and behavioral intentions are significantly differing in terms of academic degree,nationality,and whether they've been to Shanghai.Based on results of the empirical research,this paper puts forward some suggestions in the content composition and media communication strategies of city microfilms...