Exploring Xi’an City Image Disseminative Strategies on the Douyin Short Video Platform Based on the 5W Model

In recent years, the proliferation of short video platforms has become an indispensable part of the components in new media communication, owing to the rapid advancement of the 5G era.Douyin, serves as a pivotal conduit for information editing, publishing, and sharing, while simultaneously functioning as a promotional tool for building urban imagery and disseminating the character of cities.Against this backdrop, the objective of this study is to explore the construction status of Xi'an city image and its communication status on the Douyin platform.The research adopts methods of network survey and questionnaire survey.Based on the framework of the "5W" model, which encompasses the aspects of communicators, content, channels, audiences, and effects, this study investigates the process of construction and dissemination of Xi'an's city image within the realm of Douyin's short videos.Based on this research, it is found that there are still deficiencies in the image-building and communication of Xi'an.In view of the existing problems, this paper puts forward a new strategy for the construction and dissemination of Xi'an city image.