TikTok short video platform and the construction and dissemination of urban image

This study investigates the impact of TikTok, a leading short video platform, on the construction and dissemination of urban image. Drawing on semi-structured interviews with 17 participants, including municipal officials, professional content creators, and active users; the research explores how TikTok’s algorithmic curation, participatory culture, and immersive storytelling influence urban branding strategies and audience perceptions. The findings reveal that TikTok amplifies city visibility, fosters emotional and experiential connections, and facilitates a coexistence of official and grassroots narratives. However, challenges such as narrative fragmentation, algorithmic unpredictability, and content ephemerality complicate strategic image management. The study recommends collaborative approaches between city authorities and content creators, thematic consistency, and trend monitoring to optimize TikTok-based promotion. By integrating perspectives from media studies and urban branding, this research contributes to the understanding of short video platforms as transformative yet complex arenas for contemporary urban image-making, offering both theoretical insights and practical strategies for stakeholders in the digital communication era.

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