Nanchang City Image Presentation And Communication Strategy Of Food Short Video On Tik-Tok

In recent years,Tik-Tok short video platform has created a batch of "Internet celebrity cities",making mobile short video platform become the best position for urban image communication.In order to explore the transmission path of Nanchang city image in mobile short video,it is very important to find a suitable entry point,and "delicious food" is a new communication window for Nanchang.This thesis uses content analysis to trill short video as sample selection platform,the video which is under the "Nanchang food" label as the research object,the trill gourmet short of Nanchang city image elements in video coding,coding content is divided into basic attribute video,the video content,meaning,video present form three parts,Specific categories include video transmission subject,video duration,video transmission power,video POI card,city image elements,music situation,voice situation,presentation mode,horizontal and vertical screen Angle.Through analysis,it is found that Tik-Tok short food videos reflecting Nanchang city image have the following characteristics:The main body of communication is "We Media",and the number of videos released by the government and media is very few;The duration of the video is concentrated in the range of15～60 seconds;In short videos,the difference of likes,comments and forwarding is large.POI(Point of Interest)card function is used in 90% of Nanchang city image food short videos.The urban image elements are presented in different degrees in the short food video,including landscape image,economic image,cultural image and citizen image.The proportion of each image element varies greatly,and cultural image element occupies the main position,while economic image element is the weakest.Most short videos use background music,but less music related to Nanchang city;58 percent of short videos were narrated by voice over;The distribution of the presentation forms of the picture is more uniform and reasonable,and the presentation form of human-scene interaction is mostly adopted.Most of the short videos have vertical viewing Angle,which is in line with the propagation characteristics of Tik-Tok short video screen.Based on the data,this thesis combined some typical cases to analyze and summarize the image of Nanchang city under the topic of "Nanchang Food",and found that the image of Nanchang created by Tik-Tok food short videos is mainly reflected as follows:The hero Of the fusion of the old and the new is Hongdu,the alley of Nanchang hiding the taste of the streets and lanes,the spicy Nanchang with spicy food culture and the human Nanchang with warm and well-meaning old cousin.At the same time,the research found that Nanchang city image in the presentation and dissemination of Tik-Tok food short video,there are problems such as lack of overall planning of urban image dissemination,serious homogenization of video content,insufficient cultural connotation,single form of communication,algorithm recommendation caused aesthetic fatigue.On the basis of this,the thesis puts forward the corresponding strategies for the presentation and communication of Nanchang city image.Strengthen government participation and guidance,planning communication strategies;Tell good food stories and optimize the way of narration;Deeply cultivate the connotation of food,excavate urban culture.Through these targeted communication strategies,it is hoped that the presentation and communication of Nanchang city image in Tik-Tok food short video can play a good boost effect,and promote the better development of Nanchang in the future.