The Construction And Communication Of Shaoxing City Image In Short Video Based On Value Co-creation Theory

The participation of diverse subjects in the production of material and spiritual wealth is an inherent requirement for common prosperity.In order to avoid risks and maximise benefits,subjects of interest tend to establish symbiotic relationships,and value co-creation becomes the underlying logic of their cooperation.The short video opens up a new mode of urban value creation and provides a concrete path for achieving high-quality development.Combining the above background and the situation of Zhejiang Province,this paper will explore the construction and dissemination of Shaoxing’s city image in short videos from the perspective of value co-creation.In this study,the city of Shaoxing is selected as a case study,and the content analysis method is used to deconstruct and analyse the selected samples.It is found that the short videos present a distinctive cultural image of Shaoxing with a fusion of old and new,a landscape image with a quiet and eclectic atmosphere,an image of real and ordinary people,a government image with an iron face and devotion to the people,and an economic image with less ink and a bland depiction.Combined with the current situation of city image construction in Shaoxing,we continue to analyse in depth the co-creation subjects and specific paths involved in the cocreation process of city image value in short videos.The results reveal that the city stakeholders are the main actors,with the local government as the deployer of the city image construction,the mass media as the teller of the city story,and the social organisations and individuals as the multiple value suppliers.The multiple actors anchor the value consensus through mainstream values,create value through digitally constructed content,and finally achieve the meaningful expression of win-win value through symbolisation,finally completing value co-creation.This study chooses to determine whether value co-creation has been achieved in Shaoxing through the communication effect of the city’s image.The research on the communication effect uses questionnaires to investigate and analyse the communication effect at the cognitive level,the psychological and attitudinal level and the behavioural level of the audience,and the results show that the current communication effect of Shaoxing’s city image in short videos is inadequate.This study therefore analyses the causes and problems of the limited communication effect in three dimensions: co-creating subjects,value-creating content,and value communication,and concludes that there is a lack of value in individual subjects,value bias in communication content,and a digital divide barrier in the process of value communication in the current construction and communication of Shaoxing city image.In the light of the findings and analysis,this study concludes by proposing strategies for optimising the construction and communication of the city image in the context of value co-creation in terms of value consensus,value co-creation and value communication,in terms of communication subject,communication content and communication form.