以短视频平台传播机制为依托的玉溪地方媒体融合发展路径剖析

Analysis of the Development Path of Local Media Convergence in Yuxi Based on the Communication Mechanism of Short Video Platforms

摘要: 在数字媒介技术重塑传播格局的当下，短视频已成为城市形象建构与地方认同形成的关键场域。道格拉斯·凯尔纳的“媒体奇观”理论揭示了当代社会围绕图像、场景与戏剧性叙事组织感知的现实。对于玉溪这类兼具深厚文化底蕴与独特生态资源的城市而言，短视频平台不仅带来了传播技术的革新，更引发了城市叙事、文化表达与地方认同的深层变革。本文立足于“平台社会”的宏观背景，结合城市品牌理论、算法传播研究以及媒体融合的前沿成果，系统剖析玉溪市融媒体中心在短视频传播中面临的现实困境与独特优势。研究提出以“视觉IP打造–情感叙事深化–账号矩阵协同–产业价值拓展”为核心的地方媒体融合路径，旨在为同类型城市的融媒体转型提供兼具理论深度与实践价值的参考。

Abstract: At a time when digital media technologies are reshaping the communication landscape, short videos have become a key venue for constructing urban image and forming local identity. Douglas Kellner's theory of “media spectacle” reveals the reality of how contemporary society organizes perception around images, scenes, and dramatic narratives. For cities like Yuxi, which possess both profound cultural heritage and unique ecological resources, short video platforms have not only revolutionized communication technology but also triggered profound changes in urban narratives, cultural expression, and local identity. Based on the macro-context of the “platform society,” this article, drawing on urban brand theory, algorithmic communication research, and cutting-edge research in media convergence, systematically analyzes the current challenges and unique advantages faced by the Yuxi City Convergence Media Center in short video communication. This study proposes a local media convergence path centered on “building visual IP, deepening emotional narratives, synergizing account matrixes, and expanding industrial value.” This study aims to provide a theoretically insightful and practical reference for similar cities in their converged media transformation.