Constructing City Images in Short Videos: A Comparative Study of Beijing, Xi'an, and Shanghai

Abstract

This study examines how short videos facilitate the construction of city images through case studies of Beijing, Xi’an, and Shanghai, and aims to reveal both shared patterns and distinctive strategies in the three cities’ image construction. Anchored in the city image communication theory and film aesthetics, it adopts the qualitative content analysis and comparative research, delving into the five representational techniques: color, light and shadow, sound, characters, and post-production. The research findings show that creators’ choices are shaped by a city’s resources, development stage, and communication positioning, resulting in varied strategic emphases in each city’s video cases. Beijing’s short videos highlight solemnity and historical depth. Xi’an’s short videos underscore traditional culture and everyday vitality. Shanghai’s short videos blend modern dynamism with individual emotions. Meanwhile, as influenced by platform algorithms and the operational rationale of short videos, the five representational techniques operate in tandem. Color, light, and shadow jointly set the visual tonality. The sound system guides the delivery of emotions and rhythms. Characters serve as narrative anchors and experiential vectors. Post-production techniques organize and amplify the information expression, enhancing immersion and memorability of the viewing experience. This study delivers academic contributions in three dimensions. Theoretically, it incorporates micro-level representational techniques into the digital communication framework, enriching the perspectives of city image research. Methodologically, it proposes a multi-dimensional analytical model tailored to the short video context. Practically, it offers actionable insights into future city branding and content creation. Overall, the study fully reveals how cities are constructed as both symbolic and experiential images in the contemporary Chinese media environment.