A Study on the Communication Mode of Tik Tok's "online celebrity City" Image

Abstract

In the era of the public's pursuit of "short, flat and fast", short video has become an indispensable pastime for young users. The vibrato short video has become the leader in the field of short video with monthly activity of more than 500 million users. The rise of short video vibrato has brought an opportunity for the spread of urban tourism image. The popularity of Xi 'an is due to the video of "Falling Bowl Wine" released by a user on Tik Tok APP in early 2018, which was reprinted and commented in a short period of time. Therefore, Xi 'an has repeatedly appeared on the hot search list of Tik Tok, Weibo and other media. However, with the shaping and spreading of Xi 'an city image in Tik Tok, there are some problems, so this paper chooses the short video of Xi 'an city image in central Tik Tok as the research object. Based on the city image communication theory, this study attempts to answer the questions of what kind of city image of Xi'an is presented in Tiktok, how it is presented in Tiktok, how the communication interaction is, and what problems and shortcomings exist. The research results show that the short video social platform can be used to spread the city image. In terms of image content construction, we can start with the three symbols of "food", "beauty" and "music", which are more prominent in popularity and communication effect.