Research On The Construction Strategy And Dissemination Effect Of Mobile Short Video On Zhengzhou City Image

With mobile Internet technology development,the urban image has become an essential object of attention as a hot content of mobile short video communication.As the provincial capital city of Henan Province,Zhengzhou has rich historical and cultural resources and a unique transportation geographical location.The shaping of its city image is related to the economic and cultural development of Zhengzhou.Further,affect the appearance of Henan in the country and even the status of the world.In the Internet era,mobile short video,such as shaking sound and fast hand,is not only the media form of ordinary users' daily use,but also attracts many government units and media organizations to enter,and becomes an important position for the construction and dissemination of urban image.This article took Zhengzhou as the research object,analysed the Zhengzhou image dissemination content through the questionnaire survey,and explored the movement of a short video to Zhengzhou city image in the movement short video symbolisation dissemination path and its effect.Also,this essay summarised the Zhengzhou city image's current situation and questions by observing the dissemination behaviours conducted by the government,economy,culture,environment,citizen,and other five central communication bodies.Feasible suggestions and countermeasures are provided for the short video to construct a better Zhengzhou city image.The comprehensive content analysis and questionnaire survey results show that different short video accounts widely used symbolic means of communication to construct a three-dimensional,vivid and diversified image of Zhengzhou city by took the use of the image expression of Zhengzhou's urban landscape,characteristic food,history and culture,dialect language.In recent years,through the multi-angle and large-scale dissemination of mobile short video,Zhengzhou city image has gained an ideal communication effect so that the public can continually transform Zhengzhou city image from cognition and understanding to identity and conscious maintenance and dissemination.Simultaneously,the construction and dissemination of Zhengzhou city images problems found in the research,such as limited economic image dissemination,insufficient quantity of high-quality topics,and inadequate ability to guide urban online activities and single short video type.This paper also put forward some optimisation measures to better deal with Zhengzhou city image communication's related problems.For instance,using important festival activities to build the city brand;using rich resources to strengthen the content design and dissemination;concerning the interaction and integration of the official and folk discourse system;and raising citizens' awareness to maintain and spread the city image so on.These measures would help Zhengzhou city image its dissemination and construction,highlight its cultural characteristics,and promote Zhengzhou's good reputation as a national central city.