Research On The Reception Aesthetics Of Short Video Communication

With the rapid development of globalization and urbanization,cities pay more and more attention to the construction of urban aesthetic image,in order to show the charm of the city through the aesthetic image and win the audience’s aesthetic favor.Urban aesthetics concentrates on displaying the unique natural and cultural resources of a city,trying to present the most beautiful form of a city and condensing the core aesthetic value of a city.Good urban aesthetics construction is helpful to enhance the audience’s aesthetic feeling,enhance the audience’s aesthetic cognition,and strengthen the dissemination of urban aesthetic image.As a communication carrier and means,media plays an important role in the dissemination of urban aesthetics.In the context of the development of media,the communication of urban aesthetics faces both opportunities and challenges.New media such as short video have provided new carriers for urban aesthetic image communication.One after another "web celebrity cities" have been created,such as Xi ’an,Chongqing and Chengdu,and achieved good communication effects.However,in the process of communication,a series of problems and communication anomalies inevitably appeared.Xi ’an has a profound cultural heritage and obvious urban characteristics.It was once the "web celebrity City" of Douyin and other short video platforms.However,in recent years,when the short video is used to spread the urban aesthetics of Xi ’an,the positioning is gradually blurred,the features are diminishing,the aesthetic attraction is becoming weaker and weaker,and the communication vision appears.Guided by the theory of reception aesthetics,this study in how to improve the aesthetics of xi ’an city as the research target,through the analysis of xi ’an in the city’s image in the transmission of aesthetic vision,using the relevant theories to spread an analysis of the causes of vision,how finally propose xi "an city aesthetic orientation,improve the aesthetic value of the city and to heighten the aesthetic perception of the city image dissemination,attract more people to participate in the city aesthetic interaction.Through the analysis of the short video of Xi ’an city image,this paper preliminarily draws the following conclusion: Xi ’an in the use of short video aesthetic communication in the appearance of vision,the main reason is that Xi ’an lacks a clear city aesthetic positioning,aesthetic construction is not perfect,did not meet the audience’s aesthetic expectations.In aesthetic creation and dissemination of the next city,xi ’an to improve coping strategies,strengthen the potential readers to follow and expanding the audience and the expect horiz to improve short video call "structure",clearly locate the city aesthetics,aesthetic value,promote xi ’an city by using short video platform to bring the audience more aesthetic feeling,the audience’s aesthetic experience of ascension.