Analysis of Short Video Platforms' International Communication Effect on City Branding: The Case of Chongqing on TikTok

Chen Chen

doi:10.63313/LLCS.9181

Authors

Chen Chen School of International Studies Hangzhou Normal University, Hangzhou 31121, China Author

DOI:

https://doi.org/10.63313/LLCS.9181

Keywords:

City branding, TikTok, Chongqing, International communication

Abstract

In the context of the accelerating globalisation process, the international dissemination of urban images has become a subject of increasing importance. Short video platforms, notably TikTok, have emerged as a significant channel for the dissemination of city images, owing to their substantial user base and advanced communication capabilities.This paper investigates the city image communication strategy of Chongqing on the TikTok platform, employing the agenda-setting theory to analyse the communication channels and effects of Chongqing's city image. The study found that Chongqing's communication content on TikTok mainly focuses on landmark buildings, but there is still room for improvement in terms of communication depth and diversity.

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