Research On The Changsha City Image Dissemination Of Sina Microblog

As the wave of urbanization has intensified competition between cities,each cities has begun to accelerate the pace of urban construction and has been exploring how to better spread its image.And Changsha spreads its image with the aid of Sina microblog,which plays an important role in exploiting the advantages of its development,improving its visibility and reputation,as well as enhancing its influence.Through investigating Changsha's city image and analyzing the content in microblog,we found that the dissemination of its image is mainly based on original content,and the proportion of non-original content is less.In terms of the microblog content,the topics of citizens and the government occupy a relatively large share,such as citizens' daily life,urban news,government's activities,public services,urban constructions and so on.In addition,the emotional tendency of Changsha city image in microblog is mostly neutral.Although the positive microblog is more than negative microblog or the latter one is more than the former one on some platform,the proportion of positive and negative microblog is generally equal.In terms of the form of microblog,text and pictures are the most favored,and the proportion of video transmission has been increasing.The spread of content on Sina microblog makes Changsha present the following good images in the four aspects of government,environment,culture and transportation.Firstly,Changsha government pays attention to people's livelihood,actively serves the public and promotes the city construction;Secondly,Changsha's environment is beautiful,and Changsha is rich in ecological tourism resources;Thirdly,the cultural development of Changsha is innovative and it has a strong atmosphere of entertainment;Lastly,the transportation system of Changsha is developed,and the urban highway and rail transit are improving day by day.The spread of Sina microblog improves the influence of Changsha city image.For example,it makes the audience have a better understanding of Changsha's food and entertainment,and stimulates their interests and love for Changsha.But at the same time,there are some deficiencies.First of all,the awareness of active communication of Sina microblog in Changsha is insufficient,and microblogs on some platforms are less.Second,the city image theme disperses,the audience lacks the distinct impression to Changsha.Third,the communication means are single and the interaction with the audience is not enough.So in the Future,Changsha city image related management departments should pinpoint Changsha city image on Sina microblog and optimize Changsha image by word-of-mouth spread.At the same time,user's interest and demand should be cared about and interaction should be strengthened.Therefore,the form of Changsha city image spread can be formed,and the competitiveness of Changsha and its creative services can be improved by using the good city image.