A Study On The Construction Of City Image By Short Video From The Perspective Of Ritual View ——Based On The Case Analysis Of "Web Celebrity City" Chongqing

City image is a comprehensive reflection of a city as a whole.Facing the addition of globalization and urbanization,improving city image is an important part of enhancing the comprehensive competitiveness of a city.The construction of city image not only comes from the physical space of the city,but also includes the virtual shape of the city by media.With the development of media technology,in a new media form,short video breaks the static narrative expression with dynamic image symbols,and becomes an important channel for constructing city image.By December 2020,the scale of China’s Internet users has reached 989 million,including873.35 million users of short video.Short video has a broad user group.With the help of short video platform,Xi ’an,Chongqing,Chengdu and other popular web celebrity cities have become.The concept of "web celebrity" the city is emerging in recent years,with strong visibility and audience awareness,enhance the audience’s perception of a city,is also a way to promote the image of the city,along with chongqing as a typical and successful web celebrity city,so this paper mainly in chongqing city as a case study,from the point of view of ritual to explore a short video on how to construct the image of the city.This article USES the case analysis,questionnaire investigation and literature research,a short video on the construction of city image transmission characteristics were analyzed,and found a short video on the discourse style has the characteristics of life and the younger,on delivering content has the characteristics of fragmentation and precision,and has the threshold is low,the technology on making sufficient characteristic;Secondly,it analyzes the construction of the image of Chongqing in the short video,and makes a specific interpretation from the perspective of the content of the picture and the production of the image.Secondly,the communication effect of constructing web celebrity city by short video is analyzed,and the communication effect is explored from three aspects of the audience’s cognition,attitude and behavior.Then,using the concept of ritual as the research theory,this paper explores how the short video is based on the construction of ritual,and how the ritual presents elements in the short video.Finally,on the basis of analyzing the image analysis,image analysis,communication effect and communication characteristics of the urban image transmitted by short video,it is found that there are three problems in the urban image transmitted by short video: serious entertainment and weak cultural connotation;Information partial eclipse caused by algorithm recommendation;Fragmentation propagation and incomplete presentation of urban elements.Based on the research,the author puts forward the strategies for the construction of city image in the short video of ritual viewing: building city brand,creative city ceremony;Enhance the interactivity and stimulate the audience’s active participation;Scene of film and television symbols to create ritual space;With the help of opinion leaders,increase the communication of ceremonies.