Urban Image Communication Strategy under the New Media Environment

A Case Study of the Internet Celebrity City Changsha

Abstract

The promotion of city visibility cannot be separated from the spread and shaping of city image. The rapid development of the Internet provides new means and ideas for the spread of many city images. In recent years, in order to promote the development of tourism and shape the city image, the city has adopted various strategies. The main approach is to publicize various regional characteristics of the city through the Internet new media technology, so as to build an Internet celebrity city. Cities such as Xi 'an, Chengdu and Changsha have been transformed into "Internet celebrity cities", becoming hot cities on the Internet and the places where people want to hit the time card, gaining extremely high visibility and thus enhancing the soft power of cities. Of course, while new media bring popularity to cities, they also face many new problems. This paper mainly takes Changsha's successful shaping of city image in the context of new media as an example, analyzes the existing problems of Changsha's city image construction and communication, and puts forward some strategies.