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

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.