The Construction Path of City Image in Douyin Short Videos Based on Grounded Theory: A Case Study of Jingdezhen Tourism Explosion
Abstract
In the era of digital communication, content generated by social media users has become the core carrier of urban image construction to a certain extent. This study takes Jingdezhen, the "porcelain capital," as the case, follows the research paradigm of the classic grounded theory, and systematically codes and analyzes the city image of Jingdezhen and its construction process in the short video media according to the Jingdezhen themed short videos and their associated texts generated by popular users on Douyin platform. The study finds that the image of Jingdezhen on Douyin is a set of compound image results jointly produced by multiple constructors, based on platform logic and user psychology, through systematic discourse strategies, which deeply reveals how short video media constructs the contemporary image of a city. In the process of research, it further reveals the rules of content production under the influence of platform algorithm and users, and shows the closed-loop process of dynamic circular construction from construction to audience feedback and then to construction.
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