A Study on the Success of Short Videos Themed on Beijing Cuisines and Its Influence on the City’s Image

Abstract

With the boom of the short video industry in recent years, cities with tremendous internet influences have witnessed rapid growth attributable to the rise of short video platforms where cuisinethemed short videos have become a new channel for the communication of a city’s image. On one of the platforms, TikTok, there exists a huge gap in terms of communication performance among cuisine-themed short videos of different kinds. Taking content analysis as the tool, this paper is engaged with the quantitative analysis of the content characteristics, food types, city image, video length and language characteristics of the short videos themed on Beijing cuisines that go viral on the Internet with the coded information extracted from the top 30 related short videos with most likes published on TikTok, so as to investigate their commonalities and shared features. An in-depth analysis is provided as the result with specific cases taken into account to propose for the production and communication of similar videos and to provide certain references for the construction and communication of the image of corresponding cities.