Construction And Experience:Research On Audio-Visual Presentation Of Guilin’s Image Through Short Videos And Its Communication Strategy

With the continuous development of media technology in the digital media environment,the current information transmission mode has also changed.Information dissemination by short videos has not only changed the way people record their lives,but also led to the communication trend of digital media design.At present,short video is at its prime time and has become a new window of urban image communication based on media construction theory.The emergence of the next batch of “cities gaining fame and popularity online” driven by short videos has created an opportunity for Guilin,which is striving to build itself into a world-class tourist city.This topic takes short videos of Guilin image as the research object,with the purpose to explore the media image of Guilin through short videos and the user’s experience attitude,discuss the challenges of using short video to present the image of Guilin city at the current stage,and offer some optimization strategies for the construction of Guilin’s image in attempts to better the communication effect of presenting Guilin’s image in the form of short videos.Firstly,literature analysis is used to establish the theoretical basis of the research,and sort out the advantages of Guilin’s image and its changing rules under the media development.The EEI experience model is used to construct a theoretical model for users to experience Guilin’s image through short videos.The value of presenting Guilin’s image through short video is summarized,which gives Guilin a personalized label,communicates the emotion between local people and the city,and promotes the interaction between the officials and people.Secondly,the content analysis method was used to analyze the top 200 short videos(with the highest number of likes)of Guilin’s image on Tik Tok platform.Starting from the basic attributes and audio-visual content,the audio-visual construction analysis was carried out on the dimensions of short video duration,emotional tendency,producer,proposal,visual presentation,auditory presentation,text presentation and image language presentation.Then,the media image of Guilin constructed by short video at present is summarized.And finally,a survey on cognition and experience attitude of users who have watched short videos related to Guilin has been conducted.The cognitive analysis is mainly focused on demographic characteristics,use of short video media,and analysis of users’ cognition of Guilin’s image,including overall cognition,symbol cognition and short video experience cognition.Combined with the scale design,this paper examines the user’s experience attitude towards presenting Guilin’s image through short video,and the cross analysis of human-nature relationship and people’s first impression of Guilin.On the basis of the above research,this paper summarizes the current challenges of presenting Guilin’s image through short videos.According to the research results,from the perspective of design,the optimization strategy of presenting Guilin’s image through short videos is proposed.Based on this,this paper provides action guidance for the creation of future short videos of Guilin’s image from the theoretical level,which is helpful to better spread the image of Guilin,improve the comprehensive competitiveness of the city,and help upgrade the whole industry chain of Guilin cultural tourism.At the same time,it is expected to provide a certain theoretical paradigm for the dissemination of short videos of Guilin’s image in other areas.