Research on the Dissemination of Urban Cultural Image on Short Video Platforms: A Case Study of Xi’an

• 발행기관: 동북아문화예술경영학회
• 저자명: Jianwen Luo
• 간행물 정보: 『Journal of Northeast Asian Arts and Cultural Management 』Vol.1 No.2, 11~19쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.11.30

국문 초록

Purpose - This study aims to clarify the current state of urban cultural image dissemination on short video platforms, identify existing issues in the process, and propose solutions to enhance the effectiveness of urban cultural image communication by leveraging modern communication principles and technologies. Design/Methodology/Approach - This research adopts a combination of literature review and case study methods, focusing on the dissemination of Xi’an’s urban cultural image on the Douyin platform. Utilizing Lasswell’s “5W” theory, the study analyzes the communicators, content, channels, audience, and effectiveness. It identifies problems related to content construction, audience engagement, and the role of opinion leaders in the dissemination process. The study then offers feasible suggestions from three perspectives: cultural symbols, emotional resonance, and channel expansion. Findings - In the rapidly developing new media landscape, seizing the opportunity to effectively communicate urban cultural images requires an in-depth exploration of urban cultural content to create symbols that are distinctive to the city. Additionally, understanding the historical context of urban culture is crucial to evoke audience memory and emotional resonance. Moreover, the role of opinion leaders should be emphasized, leveraging agenda-setting to focus discussions and guide public opinion, while continuously expanding communication channels to enhance the effectiveness of urban cultural image dissemination. Research Implications - This study enriches the theoretical scope of new media communication and provides a detailed case study. By analyzing the current state of Xi’an’s urban cultural image dissemination, the research accurately identifies existing issues and offers solutions, thereby providing direction for future efforts in urban cultural image communication.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Background

Ⅲ. Case Study on the Dissemination of Xi’an’s Urban Cultural Image

Ⅳ. Existing Issues in the Dissemination of Urban Cultural Images on Short Video Platforms

Ⅴ. Strategies for Addressing Issues in the Dissemination of Urban Cultural Images on Short Video Platforms

Ⅵ. Conclusion

References

키워드

Content Construction Cross-Media Communication New Media Communication Short Video Urban Cultural Image

참고문헌

• Business Observer
• Media Forum
• International Public Relations
• Media Observer
• Sichuan Academy of Social Science
• Huaxia Publishing House
• Houghton Mifflin Harcourt
• Television Research
• Journal of Beijing Institute of Graphic Communication
• Urban Problems
• Journal of Tongji University (Social Science Section)
• Tourism Tribune
• Guangxi Normal University
• Journal of Shenzhen University (Humanities & Social Sciences)