Author(s)

Wang Jing ¹

Affiliation(s)

¹ Xi'an Peihua University, Xi'an, Shannxi, 710125, China

Corresponding Author

ABSTRACT

This article examines the composition of the city image of Xi'an and the effectiveness of media communication. First, the research defines the positioning of Xi'an's city image and clarifies the purpose of communication. After that, first-hand information is collected through a questionnaire survey in order to gain insight into audiences' perceptions of Xi'an's city image and to analyze its effectiveness in communicating its image to the public. Essentially, the image of a city is a reflection of the overall evaluation and comprehensive competitiveness of a modern city, and it is the "Abstract, intangible asset of any city". As an important component of the "One Belt, One Road" national strategy, Xi'an is one of China's "twin core" cities. The National Development and Reform Commission designated Xi'an as a "national city cluster with international influence" as early as 2018. The development of a new brand image for Xi'an is especially urgent in light of this prospect, as well as the development of an efficient communication pathway for the enhancement of Xi'an's city image. An important expression of a city's cultural spirit, value system, and cultural soft power is its brand image, which has unique recognition and cultural connotations. Essentially, a brand narrative conveys the core values and spiritual culture of the brand through storytelling as an important tool for brand building.

KEYWORDS

CITE THIS PAPER

Wang Jing, Analysis of the Effectiveness of Xi'an City Image Communication Based on Audience Perception. Journal of Sociology and Ethnology (2023) Vol. 5: 33-37. DOI: http://dx.doi.org/10.23977/jsoce.2023.050607.

REFERENCES

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