商务传媒学院知识库

城市形象不仅是城市空间的真实反映，还包括主体的价值判断和想象建构，涉及城市的方方面面，良好的城市形象对于提升城市竞争力、保持城市优势和获得持续发展具有重要作用。当媒体和政府机构逐渐成为短视频传播的主力，抖音作为拥有庞大受众群体的短视频平台也成为了政府与媒体建构城市形象的新渠道。
本文在对城市形象相关文献进行梳理后确定了政务短视频中城市形象建构这一研究话题，考虑到研究样本的典型性和代表性，选择了政务新媒体“西安发布”为例，同时选取其在连续时间段内发布的与城市形象有关的292条短视频作为研究样本。在此基础上本文把三层次框架法根据样本的实际情况扩充成九个子类目，运用个案研究法和内容分析法对样本视频中的城市形象媒介呈现特点和建构策略进行分析，发现“西安发布”下的短视频在建构西安城市形象时有其独特优势，但也存在一定问题，本文也对其提出了相应的建议，“西安发布”短视频可以通过丰富画面内容、重视微观视角、提高短视频情感表达能力以及选用辨识度高的听觉符号等手段来提升西安城市形象建构效果，扩大城市形象影响力，这对我国政务短视频的内容生产具有借鉴意义和指导作用，也为同类型的政务短视频建构更加丰富立体的城市形象和提升城市竞争力提供了有益范式。

关键词：框架理论 政务短视频 城市形象建构 西安发布

The city image is not only a true reflection of the urban space, but also includes the value judgment and imagination construction of the subject, involving all aspects of the city, and a good city image plays an important role in enhancing the competitiveness of the city, maintaining the advantages of the city and achieving sustainable development. When the media and government agencies have gradually become the main force of short video communication, Douyin, as a short video platform with a huge audience, has also become a new channel for the government and the media to build the city's image.
Considering the typicality and representativeness of the research sample, this paper selects the new government media "Xi'an Release" as an example, and selects 292 short videos related to city image released in a continuous period of time as the research sample. On this basis, this paper expands the three-level framework method into nine subcategories according to the actual situation of the sample, and uses the case study method and content analysis method to analyze the characteristics and construction strategies of the urban image media in the sample video. Improving the emotional expression ability of short videos and selecting highly recognizable auditory symbols to enhance the effect of Xi'an city image construction and expand the influence of the city image have reference significance and guiding role for the content production of government affairs short videos in China, and also provide a useful paradigm for the construction of a richer and three-dimensional city image and enhance the competitiveness of the city by means of the same type of government affairs short videos.

Keywords：FrameworkTheory;Government Affairs Short Video;Urban Image Construction;Xi'an Relea