抖音短视频社交平台中长沙城市形象的场景传播研究

作者	张屹洋
姓名汉语拼音	Zhang Yiyang
学号	2021000012047
培养单位	兰州财经大学
电话	15136819589
电子邮件	zyyttxs9589@163.com
入学年份	2021-9
学位类别	专业硕士
培养级别	硕士研究生
一级学科名称	新闻与传播
学科代码	0552
第一导师姓名	李艳
第一导师姓名汉语拼音	Li Yan
第一导师单位	兰州财经大学
第一导师职称	副教授
题名	抖音短视频社交平台中长沙城市形象的场景传播研究
英文题名	Research on the Scene Communication of Changsha’ s City Image in Douyin Short Video Social Platform
关键词	抖音短视频社交媒体城市形象场景传播长沙
外文关键词	Douyin short video ; Social media ; City image ; Scene communication ; Changsha
摘要	抖音作为新型的网络社交媒体平台，不仅是普通的社交方式的延伸，还对城市形象的建构和传播产生着深刻的影响。各个城市的旅游业通过抖音短视频平台，发挥自身独特魅力，打造“网红”名片，吸引来自不同城市游客前来参观浏览，许多受众通过抖音呈现出来的城市场景去了解和认识各个城市的文化内涵与精神气质。在抖音等短视频的助推下，部分城市形象视频爆火，吸引受众的关注，一座座“网红城市”应运而生。由于移动短视频具有较强的互动性，会有虚拟的“在场”感，在空间与环境、个人惯习惯与实时状态、社交氛围几个维度中构建了社交场景，用户在短视频平台上的社交行为也越来越场景化。弄清部分城市借助抖音短视频而爆火的原因需要深入了解社交媒体以及移动短视频；分析抖音短视频对人们的社会交往方式产生的影响和改变，以及在短视频社交中场景又起到了哪些作用；城市爆火的因素以及背后存在的问题等。因此，文章结合梅罗维茨的媒介情境理论、罗伯特·斯考伯、彭兰等学者在移动互联时代研究的场景理论交叉分析，通过抖音短视频平台，以网红城市长沙为例，借助文献研究、个案分析等方法对以上问题进行具体研究。长沙在抖音短视频平台中走红得益于社交场景化的效果，长沙利用湖湘精神内涵、地域文化等组建城市创意 IP，丰富“网红长沙”城市形象内涵，同时借助抖音短视频强化长沙的城市形象记忆，成为了众多年轻人群拥而至的“打卡”地，强化了多数人在短视频平台上社交场景的“舞台”化效果。最后笔者指出其存在的一些问题，在此基础上提出优化的建议，以提升长沙城市影响力，同时也对于其他城市旅游业的发展提供借鉴。
英文摘要	As a new type of network social media platform, Tiktok is not only an extension of ordinary social communication, but also has a profound impact on the construction and dissemination of city image. Through the Douyin short video platform, the tourism industry of various cities exerts its unique charm and creates "Internet celebrity" business cards to attract tourists from different cities to visit and browse. Many audiences understand and know the cultural connotation and spiritual temperament of various cities through the urban context presented by Douyin. With the help of Tiktok short videos , the explosion of some city image videos has attracted the attention of the audience, and Internet celebrity cities have emerged. Due to the strong interactivity of mobile short video, it gives people a virtual sense of "presence", and social scenes are constructed in space and environment, personal habits, real-time status, and social atmosphere. People's social behaviors on short video platforms are becoming more and more scene-oriented. To understand the reasons for the popularity of some cities with the help of Douyin short videos, we need to understand the concept characteristics of social media and mobile short videos and their development history; Analyze the influence and change of Douyin short video on people's social communication mode, and what role the scene plays in short video social communication; The factors of city explosion and the problems behind it and so on. Therefore, in combination with Merowitz's media situation theory, Robert Scoble, Peng Lan and other scholars' cross-analysis of scene theories developed in the era of mobile Internet.Through the short video platform of Douyin, taking the Internet celebrity city of Changsha as an example, the above problems are specifically studied by means of document research and case analysis. Changsha's popularity on the Douyin short video platform is due to the effect of social scenes. Changsha uses the spiritual connotation of Hunan and regional culture to build an urban creative IP to enrich the city image connotation. At the same time, it strengthens the city image memory with the help of Tiktok short videos, which has become a "punch card" place for many young people to flock to, and strengthens the "stage" effect of social scenes for most people on the short video platform. The author finally points out some existing problems and puts forward optimization suggestions on this basis to enhance the influence of Changsha city and provide reference for the development of tourism in other cities.
学位类型	硕士
答辩日期	2024-05-19
学位授予地点	甘肃省兰州市
语种	中文
论文总页数	62
参考文献总数	53
馆藏号	0006342
保密级别	公开
中图分类号	G21/232
文献类型	学位论文
条目标识符	http://ir.lzufe.edu.cn/handle/39EH0E1M/37045
专题	商务传媒学院
推荐引用方式 GB/T 7714	张屹洋. 抖音短视频社交平台中长沙城市形象的场景传播研究[D]. 甘肃省兰州市. 兰州财经大学,2024.

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