摘要
在短视频盛行的社交媒体时代,淄博、榕江、哈尔滨、天水等地成功打造了城市品牌.研究发现,"全党办报"在社交媒体时代为城市品牌宣传进行了赋能.地方不断建立健全城市宣传的领导机制,围绕城市宣传整合传播资源、推进公共服务建设、积极应对社会舆情风险,从而形成全面的宣传格局.与此同时,宣传工作者积极创新宣传策略,包括使用年轻化的传播语态,打造贴近群众、以情动人的媒介传播内容,以短视频为主形成全媒体传播矩阵,深耕城市文化、举办系列宣传活动等.这些城市的宣传实践是创新主流宣传模式的有益探索,既巩固了主流宣传阵地,又促进了社会善治和经济的高质量发展,具有重要的理论价值.
Abstract
In the era of social media,characterized by the prevalence of short videos,cities such as Zibo,Rongjiang,Harbin,and Tianshui have effectively established their city brands.Through an investigation and study of these cit-ies with successful brand promotion,it is found that the"Party-run newspapers"haue empowered city brand pro-motion in the social media era.Local regions have continuously established and improved the leadership mechanism for city publicity,integrated communication resources around city publicity,advanced public service construction,and actively responded to social public opinion risks,thereby forming a comprehensive publicity pattern.Mean-while,publicity workers have actively innovated publicity strategies,including adopting a youthful communication style,creating media communication content close to the masses,appealing to emotions,and forming an all-media communication matrix mainly based on short videos,as well as conducting a series of publicity activities by delving into city culture.The publicity practices of these cities are beneficial explorations of innovating the mainstream pub-licity model,consolidating the mainstream publicity position,promoting good social governance and high-quality e-conomic development,and possess significant theoretical value.
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