Abstract:

"nfluencer City" is a contemporary label of urban image in the new media communication. In recent years, Changsha's rich media resources and short videos have provided an unprecedented media context for building the image of "Changsha' influencer city" with its fast communication speed, large user base, and strong social attributes. This article analyzes the textual content of the top 60 liked videos related to Changsha on the Douyin platform and finds that Changsha's image primarily emphasizes entertainment consumption, followed by historical and cultural attributes. There are problems such as content homogeneity, pan-entertainment, and polarization in content attention in the transmission of Changsha's urban image. In order to shape the image of Changsha city with humanism, diversification, and innovation, this article proposes an improvement path of narrative optimization, feature mining, and cultural focus.

Key words: Influencer City, Changsha, DouYin, city image, communication strategy