A Content Study On The Dissemination Of Xi'an City Image Based On WeChat Public Account

The city is not only the space carrier of people's living,but also carries the regional culture and spiritual outlook on the basis of the former.Nowadays,with the gradual acceleration of modernization and urbanization,the competition among cities is increasingly fierce.To create a unique city image is an important means to promote urban development and enhance the competitiveness and popularity of cities.The strong rise of new media enriches the communication means of city image,among which the WeChat public account has the advantages of wide audience base,diversified communication forms and accurate information push,and the construction of city image is not only the responsibility of the government,but also the important mission of city image construction undertaken by social organizations and individuals.Therefore,according to the government,society and individuals in the construction of city image,this paper selects "xi 'an release","xi'an evening news" and "zhenguan" as the typical representatives to study the construction of city image by the public number WeChat in xi 'an.Select the push data of three WeChat public accounts for one year as the sample,and make a detailed analysis of the sample data to conclude the media presentation of xi 'an city image.First of all,this paper carries out coding and statistical analysis on the content theme,report tendency,content form,content source and other indicators of the sample.The research found that among the three communication subjects of "xi 'an release","xi 'an evening news"and "zhenguan",the similarity lies in that the social and livelihood contents occupy the mainstream,and the main form of communication is the graphic report.The difference lies in the fact that "xi 'an release"and "xi 'an evening news" have no subjective tendentious content in the mainstream,and the negative content is rarely below 3%,while the positive and negative content of "zhen guan" in we media is basically the same as the non-tendentious content.For the content source,"xi 'an release"and "xi 'an evening news" mainly reprint the content;"zhenguan" is to mark the original content of the mainstream articles.Then this article subdivides the city image into political image,economic image,cultural image,social livelihood image,ecological environment image and other comprehensive images,and analyzes them through the political content,economic content,cultural content,social livelihood content,ecological environment content and comprehensive content in the above wechat data.In general,the three WeChat public accounts above mainly present the image of a service-oriented government that serves the people,the image of a law-based government that strictly enforces the law,and the image of a clean and efficient public servant.The economic image of the city of hard science and technology with mass entrepreneurship and technological innovation;Image of famous cultural city with rich cultural deposits and rich cultural activities;The social image of people's livelihood and welfare is rich,and the image of warm and caring citizens;Actively carry out environmental governance protection and harmonious coexistence of the living natural environment image.But in the process of the construction of the city's image,also reflects the xi 'an health care and sports image rendering,since the media "dynasty" presents the hard economic development at an impasse,the city of science and technology,and xi'an weak economic situation,the residents' consumption degradation and ecological damage is serious,urban road traffic congestion and other issues,and the image of the mainstream reports appear at odds.Finally,this paper discusses the problems of the main body,content and media in the construction of city image by WeChat public number in xi'an.It also proposes to optimize and improve the city image construction from the following three aspects.Firstly,it emphasizes the audience-oriented consciousness and constructs the multi-center mode of urban image management.Secondly,the positioning of xi 'an city is defined to shape the brand image of the city.Finally,the vision of city publicity is expanded to realize the integrated marketing communication of city image,hoping to promote the media presentation of city image of xi 'an and enhance the city competitiveness of xi'an.