The Research On The Symbol Construction And Narrative Strategy Of The City Image In The Government Tik Tok

With the gradual acceleration of China’s urbanization process,the competition between cities is intensifying day by day.All over the city governments have started to step into the ranks of building urban soft power.The shaping and spreading of urban image has become an increasingly important issue for city managers.In the context of the current mobile Internet,the relevant institutions of city managers begin to try to shape and spread the city image by means of new forms of communication.In the past two years,short video,as an emerging media integrating various forms of video,music and text,has been favored by a large number of audiences.Taking advantage of the form and channel advantages of short videos,several cities implanted symbolic carriers to display the three-dimensional images of cities in the videos,thus becoming a new "web celebrity city".Following closely with The Times,city managers also began to participate in the image building and communication of the city on the short video platform as a short video official account,but the communication effect was uneven.Therefore,the starting point of this study is to help the government to establish the correct positioning and strategy of short video transmission.In this study,the government official douyin number "Shanghai release",which has the most effective communication effect,was taken as an example.360 short videos from December 27,2018(solstice)to December 27,2019(December 27,2019)were sampled by isometric sampling.The city image was subdivided according to the video topic,and the video topic was re-encoded.At the same time,taking the two-level signifier system of the symbol as the theoretical basis,the analysis shows that "Shanghai release" tries to build Shanghai into a city where industrial civilization and natural ecology blend,quality spirit and multi-cultural cohesion,international innovation and wisdom spring forth,kindness tothe people and security guarantee.In order to achieve the goal of building a three-dimensional and diversified city image,"Shanghai release" skillfully USES various narrative strategies.In terms of narrative,the first person perspective is used to tell the stories of urban civilians,while the third person perspective is used to show the urban landscape.In terms of narrative structure,the scattered structure is used to strengthen the narrative rhythm,and the intertextual structure is used to comprehensively display the city image.In terms of narrative audio-visual language,the defamiliarization of visual symbols,the appeal of sound elements and the interest of video texts are flexibly used.Of course,"Shanghai release" in the city image building and communication,there is also a repetition of symbol selection,lack of distinctive elements;Lack of motivation for innovation,using traditional materials;The audience consciousness is not strong,the lack of dialogue mechanism and so on.In view of the above problems,the author proposes to dig out characteristic elements and customize urban issues.Innovative expression,vivid interpretation of a beautiful city;Change the narrative thinking,adapt to the characteristics of new media three optimization Suggestions for other city managers to learn from.