被看见的城市：短视频城市形象传播的内在逻辑与提升路径

——基于60例山东城市形象抖音短视频的扎根理论研究

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[中图分类号]G206.3[文献标识码]A [文章编号]1671-8372（2025）03-0060-12

Abstract：Against thebackdropoftheintellgent media era，thereisacloseconnectionbetweenmedia transformation andurbanimage.Asaformofaudio-visual medium，shortvideos havebecomeanimportant narrative meansand media practicefordepictingurban imageandmaking thecityvisibility.Todeeplyexplore the specificroleofshort videos in urban space narration，basedon the“visibility”theory inurbancommunication and using the grounded theory as the researchmethod，this studyanalyzes the manifestationsofshortvideos empoweringurbanimages.Theresult shows that shortvideosbypromotingparticipatoryco-constructionandforming thecorederiving forceofuser-generatedcontent，can constructthe“storyteling"and“mimicry”imageofcities.However，shortvideoshavealsoservedasbaitforalienated phenomena such as theabsence of official presence，homogeneous production，and technological masking.To beter utilizeshort videostoachievethecommunicationefectofmaking cities“visible”，thegovernancepathrequirestheactive guidanceofoficialnarrativesubjectsand mobilizetheofpublicparticipation.Intheculturalpath，thecreativesubjects shoulddeeplyexplore theculturalheritageofthecityandshowcaseitsuniquecharm.Inthetechnicalpath，theapplication ofalgorithmsshouldbeinline withtheactualconditionsandtheempowermentoftechnologyshouldberationallutilized.

Key words：short videos;urban image；social media；grounded theory

一、引言

当信息数据的表达形式从文字和语音发展到图像视频结构复杂多样、数据规模扩大且呈碎片化增长的时候，信息将彻底改变受众的工作、生活和思维[1]。（剩余17592字）