Research On The Image Construction Of Hangzhou City In Douyin Short Video

Hangzhou is not only the capital city of Zhejiang province,but also a famous cultural city with a long history in China.With the development of mobile intelligent terminal and Internet technology,city image communication has entered the era of short video.As a short video social platform based on music,douyin short video platform has attracted a large number of government agencies and media units to settle in.As an example,this paper selected the short video about the Hangzhou city image samples of Hangzhou government douyin accounts and media accounts.By analyzing content,it is concluded that the government and the media in douyin short video construct the image of Hangzhou city,finding the problems existing in the construction process.Then putting forward suggestions for improvement.It is aims to promote the image of the city construction and communication in douyin short video.The results show that the government and media have constructed a three-dimensional and positive image of Hangzhou's government,economy,politics,society and citizens through a variety of short videos.However,there are still some deficiencies,such as insufficient awareness of construction and imbalance of image construction.Government affairs and media should clearly position the city image,optimizing the content of short videos and highlighting the characteristics of the city through multiple symbols.They should actively improve the city image of Hangzhou in douyin,and promote the dissemination of the city image.