Research On The Image Construction Of Changsha City By "Changsha Publishing" Government TikTok

A good image of the city,internally,can enhance the well-being and pride of the local people,enhance the cohesion of the city,externally,can attract foreign investment,promote the introduction of talent,enhance the comprehensive strength of the city.As an important part of urban competitiveness,the construction of urban image has always been an issue that city managers must face and pay more attention to.Under the new media environment,the emergence of the tiktok with its multi-form content presentation,accurate big data analysis technology,efficient interaction mode has become the local government to carry out urban construction and dissemination of the new platform." Changsha Publishing ",which was awarded the "Most Influential Government Tiktok In the Country" in 2018,is a typical representative of the city’s image construction by the government,and the " Changsha Publishing " is a model for the construction of the city’s image,using the content analysis method to select 511 short videos of the " Changsha Publishing " government tiktok for the type-of-eye analysis,and found that " Changsha Publishing " government tiktok through the excavation of multi-city symbols,exquisite urban storytelling,and diverse audio-visual language,which have constructed Changsha city’s people-friendly work,Service-efficient government image,scientific and technological innovation,economic image of enterprise development,rich,diverse and prosperous cultural image,fashion atmosphere,ecological livable environment image and love and dedication,friendly and helpful image of the public.At the same time," Changsha Publishing " government tiktok in the construction of the city image there are some shortcomings,mainly in the city image agenda set unevenly,lack of interaction and feedback,communication channels relatively single and so on,in the process of urban image construction to achieve the city image dissemination power,influence,we must update the construction principle,Take into account the balance of concentration,explore diverse interactions,enhance user stickiness,media linkage,broaden communication channels.Through the above strategy,in order to " Changsha Publishing " government tiktok can more perfectly present changsha city image,improve the competitiveness of the city.