A Study On The Influence Of Urban Short Video Audience Participation Behavior On Urban Cultural Identity

Urban short video is an important medium and carrier for the communication of urban culture and urban image.The audience participation behavior in the urban short video dissemination plays an important role in the construction of the city’s cultural identity.Based on the identity theory and the "mimic environment" theory,this study focuses on the logical relationship between urban short video audience participation behavior and the construction of urban cultural identity,determining the factor dimensions of urban short video audience participation behavior and urban cultural identity through exploratory factor analysis and selecting a representative city "Changsha" as a research case,constructing a structural model of the relationship between audience participation behavior and cultural identity.By analyzing sample data,it is found that the urban short video audience in Changsha is mainly middleaged and young people,with a high level of education and income,and the audience participation is mainly interactive behavior.The structural model empirically analyzes the impact mechanism of audience browsing behavior,interactive behavior and creative behavior on urban cognitive identity,emotional identity and behavioral identity.Results show that the audience participation behavior of urban short video has a significant positive impact on urban cultural identity,especially the audience creation behavior.According to the above research conclusions,from the perspective of different subjects,it provides corresponding reference suggestions for better guiding the audience’s creative behavior,improving urban cultural identity,and then promoting the urban soft power,enhancing the urban attraction and realizing the sustainable development of the city.