The Construction of City Images in Micro Films: A Case Study of Taipei City Government

Abstract

<p><em>In recent years, with the rapid development of the media, an increasing number of corporations and even government agencies are using the new format known as the micro film as a means of advertising</em><em> and</em><em> marketing. In this study, we </em><em>took</em><em> the micro films produced by the Taipei City Government </em><em>as objects of analysis to</em><em> investigate the image of the city as constructed in and produced by these films. Furthermore, </em><em>in this study, </em><em>the symbol of image in </em><em>three such micro films </em><em>was </em><em>studied: Love@Taipei, My Micro Tour of Taipei, and Happily Ever After. It was found that in these films, the characteristics of the city of Taipei have </em><em>been </em><em>presented accurately and successfully </em><em>by means of</em><em> the [appropriate selection of] celebrity performers, the romance narratives used, and the lively presentation of these films. Therefore, these films have foregrounded </em><em>an</em><em> image of Taipei that is free, friendly, diverse, and progressive; furthermore, they have successfully conveyed the idea that “Taipei is a city that is positive and capable of outstanding achievements”</em><em>.</em><em> These films, designed to attract audiences, have been made with great skill and portray little elements of the government-run campaigns they are actually part of, thus making them even more entertaining for viewers.</em><em></em></p>