A Cultural Comparative Study Of The Global Communication Of City Image

The rapid update and iteration of new media have affected the path selection and interaction logic of international communication.The emergence of this technological force has revolutionized the way of communication.Against this technical background,the global dissemination of city image relying on new media platforms has become an inevitable choice for some cities to become international cities.On social media platforms,urban culture can enter the "daily life" of people all over the world through social platform practice,allowing the city image to be communicated subtly.Hangzhou has always been committed to promoting the global communication of its city image and building a "world-famous city".From its self-media matrix developed in overseas social media and a series of policy resolutions,Hangzhou’s determination to internationalize the city can also be seen.This study hopes to analyze the overseas social media accounts officially operated by Hangzhou government departments and investigate the global communication of Hangzhou’s city image,conduct a comparative study with the official social media accounts of Seoul City,and learn from the operation and communication strategies of official video channels in overseas social media.Hangzhou and Seoul have different political,economic,and cultural backgrounds,resulting in different cultural discourse systems and different media operating mechanisms.Therefore,this study uses the cultural discourse study as the research framework,takes the official accounts of Hangzhou Feel,Hangzhou China,Seoul City,and Visit Seoul TV as the research objects,compares the differences in account operations in the two cities,and explores the reasons behind the differences.In the study,the top 50 videos released by each account were selected as the research samples,and the data collection focused on the discourse subject and discourse content form of the video.The research found that the operators of the Hangzhou accounts lack professionalism and have strong official attributes;the video fails to fully demonstrate its collective wisdom in the participation of the folk discourse subjects,resulting in the lack of folk perspective;the lack of fan community operation leads to low fan stickiness,low conversion rate,low account interaction rate,low communication efficiency,and failure to achieve the goal of account global dissemination;the overall account style constructed by its video form and content selection,there is a certain discourse gap between the official nature presented and the grassroots nature of the You Tube platform.Based on the above findings,this thesis proposes that it is necessary to build a professional social media content operation team and jointly create channels inside and outside to shape an all-round and three-dimensional city image;improve the narrative expression of videos and adopt folk perspectives;enrich the content of daily life,reduce the perspective of grand narrative;integrate platform style to reduce discourse gap;create user emotional value together,and create urban IP,strengthen fan community operation.