Research On Short Video Presentation And Construction Strategy Of City Image Of Xiong'an New District

On April 1,2017,the Central Committee of the Communist Party of China and the State Council decided to establish a new national level area,xiong'an new area.At present,the new area is in the stage of urban construction in full swing.In this context,the urban image of xiong'an new area is like a piece of white paper,so it is urgent for all communication subjects to construct and plan the urban image of xiong'an new area.Having a good city image is of great significance to attract investment,talents and technology in the future construction of the new area.With the rapid development of Internet technology,using new media to build and spread the image of the city has become an important issue in the development of the city.Short video,as a representative of new media,integrates various forms of expression,such as video,music and text,and plays an important role in promoting the construction and dissemination of urban image on the basis of meeting the personalized communication needs of the audience.Short video has become a window for the audience to understand the image of the city The construction and dissemination of city image need the participation of short video.Based on the theory of city image construction,this paper takes the short video of the New District of xuxiong Anxin,which is divided into two parts in Tencent video platform,as a sample,and analyzes the current situation of communication in the short video by content analysis,including the distribution of communication subjects,the classification of video themes,the tendentiousness of video and the characteristics of presentation mode It shows the city image of xiong'an New Area in the short video.According to the current communication situation,it sums up the problems such as the lack of communication strategic planning,the lack of local elements,and the too objective and rigid communication perspective.It also puts forward several strategies for the image construction and communication of xiong'an new area,which not only precisely locates the city communication image of xiong'an new area Planning reasonable and scientific communication strategies,summarizing and integrating natural and human resources of the city to highlight the advantages of the city,using symbolic carriers inline with the short video to present the connotation of the city,reflecting the subjectivity of people in the short video and focusing on the details ignored by the mainstream media.Through these targeted communication strategies,we hope to play a role in the construction and communication of the city image of xiong'an new area Good promotion effect,promote the better development of xiong'an New Area in the future.