Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)

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A Study on the Communication of City Image on Overseas Short Video Platforms—Taking the Hangzhou Image on TikTok as an Example

Authors
Yuanqing Gao1, *
1School of Foreign Languages, Jilin University, Changchun City, 131200, Jilin Province, China
*Corresponding author. Email: thelcyxx@163.com
Corresponding Author
Yuanqing Gao
Available Online 29 December 2022.
DOI
10.2991/978-2-494069-31-2_232How to use a DOI?
Keywords
TikTok; Short Video Platform; Hangzhou; City Image Communication
Abstract

As the capital city of Zhejiang Province, Hangzhou is famous as a cultural metropolis in China with a lengthy history. Since the broad market of short videos has created new opportunities for city image communication, the emerging way of “Learn about a city on TikTok” has highlighted the cultural significance of different cities. Therefore, this paper will take short videos about Hangzhou on TikTok as the research object, employing content analysis and cases study to investigate the attractions of popular short videos and then explore the role of overseas short videos in shaping the city image. According to the study, popular short videos fall into four main categories: knowledge-based, feeling-based, peculiarity-based and entertainment-based. Based on the study of the characteristics of popular videos, this paper focuses on how to construct city images on overseas short video platforms and proposed corresponding solutions, including the clarification of the positioning of the city, the creation of representative visual symbols, the establishment of a knowledgeable database, and the integration of cultural resources.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 December 2022
ISBN
978-2-494069-31-2
ISSN
2352-5398
DOI
10.2991/978-2-494069-31-2_232How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yuanqing Gao
PY  - 2022
DA  - 2022/12/29
TI  - A Study on the Communication of City Image on Overseas Short Video Platforms—Taking the Hangzhou Image on TikTok as an Example
BT  - Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
PB  - Atlantis Press
SP  - 1973
EP  - 1978
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-31-2_232
DO  - 10.2991/978-2-494069-31-2_232
ID  - Gao2022
ER  -