Urban Image of the Xi'an Metropolitan Area from the Perspective of the “Short Video Turn”: Construction, Dissemination, and Governance_Vol. 2 No. 2 (JMSD 2025)_Journal of Management and Social Development (ISSN: 3005-5741)

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Urban Image of the Xi'an Metropolitan Area from the Perspective of the “Short Video Turn”: Construction, Dissemination, and Governance

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DOI: https://doi.org/10.62517/jmsd.202512219

Author(s)

Hongze Wang1, Qianjun Liu2

Affiliation(s)

1School of Media and Communication, Xi’an Eurasia University, Xi’an, Shaanxi, China 2Admissions Office, Xi’an Eurasia University, Xi’an, Shaanxi, China

Abstract

Short videos, as a representative form of new media, have significantly expanded the breadth and depth of individual communication capabilities. This study employs content analysis, comparative research, and focus group interviews to examine the current state of urban image dissemination of the Xi'an Metropolitan Area on short video platforms. It explores users' perceptions and attitudes toward the urban image of the Xi'an Metropolitan Area on these platforms and identifies existing issues. It is recommended to innovate urban image communication strategies by integrating diversified image dissemination, enhancing the influence of mainstream media, and encouraging public interaction and participation, thereby reshaping and elevating the overall image of the Xi'an metropolitan area in a multidimensional manner.

Keywords

Urban Image; Short Video Turn; Xi'an Metropolitan Area; Construction; Dissemination and Governance

References

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