Analysis of short video and city image communication in the new media environment

Abstract

City image is the social impression of the city, which affects the public's evaluation of the city. With the development of new media technology, city image communication has separated from the previous way of official media and entered the stage of mobile terminal short video, and improved the sense of acceptance of publicity with the help of network video. With the help of short videos, cities can shape their urban image, build urban recognition, and attract public attention. This paper focuses on the analysis of the fragmentation of the city image in the short video communication, matching the characteristics of the city and creating the network meme characteristics. And when facing the dilemma of homogenization and mimicry in communication, cities adopt conventional methods in four aspects: communication subject, communication content, communication perspective, and distribution.