The Creative Strategy Of The City Image Propaganda Film In The New Media Era

With the advancement of media technology and the continuous upgrading of infrastructure,the media communication environment in which we live in is changing and developing at an unprecedented rate.In the 4G era,looking forward to the 5G era,the content form of video has ushered in a huge potential for development.Short video,vertical video,VR video,etc.continue to expand the development boundary of the video industry.Since the new century,China has continuously promoted the new urbanization process,opportunities and challenges of urban development coexist.The image of the city is built into the future development of the city,and it is also related to the emotional belonging and identity of the urban residents.As a non-fiction visual text,the city image propaganda film has the characteristics of authenticity,humanity and inclination.The main creative appeal is to create urban symbols,shape the city image,and create the city impression.This study selected Minquan County located in the eastern part of Henan Province and is Zhuangzi's hometown,as the target,combing the development of the creation and development of China's urban image propaganda film,and points out the problems existing in the current creation of urban image films.First,there is a lack of conceptual innovation,second,lack of understanding of the subjective status of the audience,and third,the awareness of interactive marketing is generally weak.The creative concept determines the practice.In order to adapt to the new environment,the creators of the city image propaganda film can no longer be satisfied with the existing models and “routines”,but should go deep into the masses and netizens.In the tone,creators should turn from the pursuit of "high and complete" to "small and fresh";in the creative thinking,turn from a single "official propaganda" mode to broadly absorb the wisdom of netizens;in terms of style,turn from "persuading through reasoning" to "moving with affection";in terms of content performance,strengthen the construction of audiovisual symbols,use technology properly,and adopt storytelling narrative techniques.The completion of the production of the video is only a premise of publicity.In order to achieve effective communication and optimize the actual effect of the publicity,relevant propaganda subjects should also make full use of the unique advantages of online media,especially social media,actively expand the way of other-shaping,and rationally use intelligent technology to improve the efficiency of publicity and achieve accurate delivery of promotional videos.In addition,publicly released promotional videos will also become the source of public opinion in the dissemination.Active guidance and “gate-keeping” are indispensable.In order to improve the communication effect and avoid the risk of transmission,relevant management personnel should use the law of communication to reasonably plan the communication plan and control the specific communication process in time.