From “online star city” to “long-term famous city”: Research on the strategy of city image communication in the new media era——Taking Harbin, the “online star city”, as an example

Abstract

 The image of the city represents the impression and evaluation of the city by the urban public, and plays a key role in the current social development. With the rise of new media, new changes have taken place in the dissemination of urban image. In this process, " online star city " came into being. In the winter of 2023, Harbin became popular on the Internet and became an "online star city ". Harbin has become a successful case of city image communication, and its popularity has provided reference for the image communication of many cities. In this process, Harbin has shaped and presented the image of the city such as " the pearl on the crown of ice and snow ", " the second hometown that has not been met ", " ingratiating city style " and so on. At the same time, with the help of new media, Harbin has realized the dissemination of the image of the city, obtained the heat and traffic, and become the " top " city in winter. In the future, Harbin should build its city image as a city brand, from " online star city " to " long-term famous city ".