A Comparative Study On The Image Construction Of Chongqing And Xi’an On The Platform Of Tik Tok

The development of urbanization has made the competition between cities increasingly fierce.The appearance of the city as an externalization of the comprehensive strength of a city is an important part of the city’s core competitiveness.In the era of mobile Internet,the development of short video provides new opportunities for the construction and dissemination of urban image.Chongqing and Xi’an seized this opportunity to use Tik Tok,the short video platform with the largest number of users on the entire network,as an important position for the display of city images,attracting the attention of hundreds of millions of netizens.The top two cities have become veritable "net red" cities.City image is composed of three parts: city entity image,city media image and city perception image.This article focuses on the latter two types of images.This article takes Tik Tok short video as the research object,selects 300 short videos related to Chongqing and Xi’an as research samples,and uses the content analysis method and questionnaire survey to analyze the characteristics of urban media image construction in Chongqing and Xi’an on the Tik Tok platform And through the questionnaire survey to understand the perceived image of the cities of Chongqing and Xi’an,in order to compare the effects of the image construction of Chongqing and Xi’an on the Tik Tok platform.In the content analysis part of short video,this article encodes the sample from two aspects: one is the video’s own media attributes,which are summarized and described from the four perspectives of the video’s emotional attitude,video content source,video popularity and video sound The characteristics of the short videos in Chongqing and Xi’an;the second is the city image presented by the video.The specific city images of Chongqing and Xi’an are discussed from the five dimensions of economic image,political image,cultural image,ecological image,and social image.Aiming at the perceived image of the city,this article collected the impressions and views of the audience on Chongqing and Xi’an through a questionnaire survey.Through data analysis,the following conclusions are finally drawn: first,the city image constructed on the Tik Tok platform is one-sided;second,the construction strategies of the city image of Chongqing and Xi’an on the Tik Tok platform present differences;third,with folk songs or dialects The short video left a deeper impression on the audience;Fourth,the short video with video effects such as AR effects and filters left a deeper impression on the audience;Fifth,compared to the official short video,ordinary Short videos uploaded by users are more popular;sixth,the frequency of watching Tik Tok’s short videos has a significant impact on the audience’s perception of the city’s image;seventh,from the perspective of overall attractiveness evaluation and comparison of cultural image dimensions,Xi’an is doing vibrato The city image construction effect on the platform is better.Through qualitative and quantitative analysis,this article provides strategic suggestions for the construction and dissemination of city images on short video platforms.First,it is necessary to clarify the city’s positioning and create a city’s "ace card",but also to display a multi-dimensional and three-dimensional city image in an all-round manner;As an important symbol of cultural image construction,urban folk ballads should be used.At the same time,it is necessary to make good use of the native advantages and realize the creative use of native resources.Fifth,we must strengthen two-way guidance,set up more topics with more participation from the content,and cultivate KOL to guide the content.