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This research provides a new research perspective for the dissemination of city image so that the former research conclusions can be developed and supplemented in the new mode of dissemination. However, due to the small number of samples, it cannot fully cover all the types of short videos about Xi’an image. To pursue the big data of samples, future research can use web crawlers to capture recognizable city image elements.

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Churchill, B. (2013). Social Research Methods. Melbourne:Oxford University Press.

Yu, C., & Sun, R. (2019). The role of Instagram in the UNESCO's creative city of gastronomy: A case study of Macau. Tourism Management, 75, p.257-268.

Zhou, L., & Wang, T. (2014). Social media: A new vehicle for city marketing in China. Cities, 37, p. 27-32.

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With the advent of the web 2.0 era, social media has played an increasingly important role in netizen’s daily lives. Due to its viruses-like spreading model, social media is intensely being used in the sector of spreading city image. (Yu&Sun,2019) The majority of literature contributes to analyzing and summarizing how the city images are displayed on social media. Researchers find the most common presentation method: The government defines the image of the city and hot topics, accompanied by citizens participating in content creation. (Zhou&Wang,2014; Yu&Sun,2019) However, the research objects of these articles are social media platforms with texts and pictures as the main form, (i.e.Instagram, Weibo, and Facebook) So the research gap is to study how the city images are represented on short video platforms. My research object is Tik Tok, the most popular short video platform in China.

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As of April 30, 2021, from the Tik Tok #Xi’an# hashtag in descending order of popularity, 50 videos from top to bottom are extracted as research samples.  The coding sheet is designed from five dimensions: content elements, audiovisual language, narrative method, Utopian presentation method, and user attributes. The reason why I choose content analysis is that it helps to quantify and objectively analyze the diversified content in short videos. Content analysis is a flexible social research method. Since texts encompass so many forms of communication. (Churchill, 2013, p.255) This method can help to summarize the superficial features behind the symbols. This sample is one of the most popular short videos under the hashtag #Xi’an#. Shaking hands with the tumbler girl wearing traditional costumes have become an iconic sight.

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1. Different from the previous literature research results, this study found that the main body of city image communication is no longer the government and official institutions, but the general public.

2. The content of most short videos is about the interaction of citizens' lives and the interaction between people and scenery, which is quite different from the characteristics of previous city image dissemination, which is based on the macroscopic scenery and scenic spots.

These graphs can demonstrate these findings.