商务传媒学院知识库

随着我国城市化进程的加快和城市间竞争的日益激烈，城市形象显得愈发重要。一个良好的城市形象不仅能充分展示城市特色，吸引外界关注，还能增强市民的归属感和社会责任感。因此，各传播主体需重视城市形象的构建，特别是在新媒体快速崛起的背景下，抖音等短视频平台为城市形象传播拓展了新渠道。城市管理者认识到短视频在推动城市发展中的重要作用，纷纷开始探索借助短视频助力城市形象传播和推广的新渠道。淄博也不例外。过去，淄博在互联网上的知名度相对较低，但今年以来，以淄博烧烤为契机，借助抖音短视频的大力推广，这座城市的知名度迅速飙升，吸引了全国各地游客的纷纷涌入。因此，如何结合当前媒介生态，更好地利用短视频来塑造和传播淄博的城市形象，提高城市的竞争力，就成了我们需要关注和探讨的问题。
本文以淄博城市形象为研究对象，从符号学视角出发，采用内容分析和问卷调查相结合的研究方法，深入探究抖音短视频对淄博城市形象的建构与传播。文章先对抖音短视频、城市形象等相关概念进行详细的阐述，而后基于内容分析，从语言符号和非语言符号两个方面探讨了淄博城市形象在短视频中的建构情况，并通过问卷调查的方式评估了淄博城市形象在抖音短视频的传播效果。
研究发现，抖音短视频对淄博城市形象的建构和传播起到了极大的促进作用。具体而言，借助语言符号和非语言符号的共同作用，成功塑造了淄博独特而鲜明的城市形象，问卷调查的结果也显示抖音短视频在提升淄博城市形象方面发挥了积极的作用。但是通过对比也发现了一些问题，比如短视频内容同质化严重、文化内涵不足等。对此，文章提出了一些具体的优化策略和建议，如注重提炼和展示城市的特色符号、鼓励创作者深入挖掘和展示城市的文化内涵等。
展望未来，随着新媒体技术的不断发展和普及以及短视频平台的日益兴起和壮大，抖音短视频在城市形象传播中的作用将更加凸显和重要，相关研究和实践也将更加深入和广泛，进而推动城市形象朝着更多元、更立体的方向发展。
 

With the acceleration of China's urbanization process and the increasingly fierce competition among cities, city image becomes more and more important. A good city image can not only fully display the city characteristics and attract the attention of the outside world, but also enhance the sense of belonging and social responsibility of the citizens. Therefore, each communication subject needs to pay attention to the construction of city image, especially in the context of the rapid rise of new media, short video platforms such as Jitterbug have expanded new channels for the dissemination of city image. City managers recognize the important role of short videos in promoting urban development, and have begun to explore new channels to help spread and promote the city's image with the help of short videos. Zibo is no exception. In the past, Zibo's popularity on the Internet is relatively low, but this year, with Zibo barbecue as an opportunity, with the help of jitterbug short videos to promote vigorously, the city's popularity soared rapidly, attracting tourists from all over the country have flocked. Therefore, how to combine the current media ecology, better use of short videos to shape and spread the city image of Zibo, improve the competitiveness of the city, has become a problem that we need to pay attention to and explore.
This paper takes Zibo city image as the research object, starts from the semiotic perspective, adopts the research method combining content analysis and questionnaire survey, and explores in depth the construction and dissemination of Zibo's city image by jitterbug short video. The article first elaborates the concepts of Shake video and city image in detail, and then based on the content analysis, explores the construction of Zibo's city image in short video from the aspects of linguistic symbols and non-linguistic symbols, and evaluates the dissemination effect of Zibo's city image in Shake video by means of questionnaire survey.
It is found that Shake video plays a great role in promoting the construction and dissemination of Zibo's city image. Specifically, with the joint role of verbal symbols and non-verbal symbols, it has successfully shaped Zibo's unique and distinctive city image, and the results of the questionnaire survey also show that the Shake Shack video has played a positive role in enhancing Zibo's city image. However, some problems have been found through comparison, such as the serious homogenization of short video content and insufficient cultural connotation. In this regard, the article puts forward some specific optimization strategies and suggestions, such as focusing on refining and displaying the city's characteristic symbols, encouraging creators to deeply excavate and display the city's cultural connotations and so on.
Looking ahead, with the continuous development and popularization of new media technology and the increasing rise and growth of short video platforms, the role of Jitterbug short videos in the communication of city image will be more prominent and important, and the related research and practice will be more in-depth and extensive, which will promote the development of city image in a more diversified and three-dimensional direction.