This authorization is reproduced from: DT Finance and Economics (ID:DTcaijing), author: Chen Shiyu, editor: Tang Yichin, Design: Zou Lei, data: Wang Junyi, Li Fei, Luo Yujing.
We have found that the western city is under the control of the public.
Douyin is one of the main platforms. Chongqing, Xi'an and Chengdu are the three cities with the highest number of short videos in the city, with 11.36 billion views, 1.5 times that of Beijing, according to Douyin's White Paper on short Video and Urban Image Research in 2018.
This means that the TA's "city" has obtained the largest amount of exposure.
In contrast, second-tier cities in the eastern part are a bit out of word.
In the east of the DT monarch can not help wondering, in this propaganda to create the image of the city and the sense of existence, why is the gap between the east and the west so big?
The image of the city is often reminiscent of the local culture, which is related to the cultural soft power of the city. We try to compare the degree of net red in the eastern and western cities with the cultural soft power. Try to answer such questions. Is the western red city really more cultural? Behind the glamorous face, is the city's lining equally attractive?
Is there really no "urban setting" in the east?
Let's take a look at it. Take the vibrato as an example. How much is the gap between the eastern cities and the western cities?
This... can almost be described by disparity. Judging from the short video playback of the vibrating city image published in the above white paper, even the third-ranked Chengdu is three times the amount of Hangzhou, the most popular online city in the east.
Behind the seemingly exaggerated play volume, the western cities have clear memories: Chongqing has light rails and 8D magical mountain towns, Xi'an has bowls of wine, and Chengdu has food, which has become an excellent visual bearing for the city. As of September last year, Xi'an gourmet "hair brush crisp" single short video maximum playback reached 56.44 million.
Eastern cities, by contrast, seem to lack a bright face-but probably not because they are so tasteless.
DT analyzed the music of the same name on Douyin and repeated city symbols such as place names and food names. On this side, the taste of Chongqing sings mountain city and hot pot, the song of Xi'an people has drum tower and steamed buns, on the other hand, Hangzhou sings West Lake and mixed Sichuan, Suzhou sings Pingjiang Road and Chicken head Rice, Nanjing, Nanjing sings Sugar fried chestnut and Xuanwu Lake.
(Netizen shot of Chongqing Jiugongge hot pot. Image source: Sina Weibo@_WangYaa)
In fact, the sense of painting is very strong, presumably can also resonate with the local people, but the spread effect gap is huge.
As of September last year, videos with Xi'an songs as background music had been broadcast on Douyin by more than 2.59 billion.
The effects of eastern cities are all reflected in less brilliant playback data.
Is the cultural strength of the West really so strong?
Then, if everyone is running through the image of the city, what is the cultural atmosphere that they experience, is it as strong as the attraction of these cities in the vibrato?
DT (ID:DTcaijing) launched the Urban Culture Index in the 2019 Qinghe Li Insight report of China's Major cities (click to see the original text), which evaluates the cultural and artistic resources and atmosphere of the city from three aspects: cultural activities, cultural facilities and cultural consumption, which to a certain extent represents the cultural soft power of each city.
Compared with the urban video broadcast volume announced by the vibrato and the urban cultural index calculated by DT Jun, the performances of the eastern and western cities are distinct.
DT draws a regression trend line based on the data performance of major cities, and the degree of "online celebrity" in a city is roughly positively correlated with cultural soft power. Then the city performance is subdivided, and the cultural performance of the city above the trend line is better than that of the network celebrity, while the city below is the opposite.
The western cities are mostly under the trend line, Chongqing andXi'an deviate far away, and the image transmission is obviously better than its cultural soft strength. The eastern cities, on the contrary, show that the volume of jitter shows that the position is``not enough'' its own cultural strength.
Take out the eastern and western representative cities to carry out further cultural strength PK, including cultural and recreational activities index, cultural facilities index and cultural consumption index, which represent the activity content in the urban cultural and artistic ecology, and carry the foundation and group enthusiasm.
We found that the cultural strengths of the major second-tier cities in the east and west are not much different. That is to say, although there are many faces, the actual cultural life experience of western cities is not stronger than that of the east.
What is the ambiance of the western city to become a network red?
However, the detailed data behind the disassembly score, DT Jun found that the characteristics of the eastern and western cities are slightly different.
On the back of the score of cultural soft strength that seems to be equal to the enemy, the urban character features of cultural development preference or reflected may be one of the main reasons leading to the popularity gap between the east and the west.
From the point of view of cultural facilities, the eastern cities play a better role in the construction of more hard-core stadiums and gymnasiums. Science and technology museums, exhibition halls, libraries and other venues and facilities all have quantitative advantages. The common characteristic of these facilities is large investment, showing the strong economic strength of the eastern cities.
The western city is obviously another style.
On the one hand, Chengdu and Xi'an have more museums because of their profound historical heritage and first-class advantages. This is probably the most tellable story of all types of venues; on the other hand, under the favor of commercial power, the western cities In the bookstores, cinemas and other facilities, the outstanding performance is outstanding, which is more frequent contact with the general public.
To sum up from the forced comparison of cultural facilities preferences, the east is stylish but somewhat not close enough, while the west has a more approachable sense of humanity-partly showing the style of the city.
This style is also reflected in the preference of urban cultural and recreational activities.
Hangzhou and Chengdu are still the leaders, and the eastern and western cities have some differences in their preferences for segmentation activities. For example, Hangzhou in the east prefers exhibitions, public welfare and travel to Chengdu, Nanjing prefers lectures, and Suzhou prefers movies; while Chongqing in the west prefers movies and music, and Xi'an prefers drama.
(The picture shows Hangzhou West Lake. Image source: Sina Weibo@杭州发布.)
If the construction of cultural facilities more reflects the style of government and commercial power, then the preference for cultural and recreational activities has more impact on the participation of many people. People in eastern cities are more active and studious, while people in western cities are more likely to enjoy literature and art.
Of course, cultural soft power is not all the content of urban popularity, but cultural characteristics are also the characteristics of urban character. Therefore, we can understand one of the reasons for the gap between eastern and western cities in terms of flow acquisition: enthusiasm, unrestrained, literary and approachable urban connotation, which is easier to move people.
Western cities are really trying to engage in culture, but is “net red” a destination for a city?
Further, whether it is the construction of urban cultural hard power and soft power, or the promotion of urban image, there are historical accumulation factors, but it is also inseparable from the local government's real money investment – this may be the net red city in the west. The deeper reason.
Looking for the financial budget and final accounts of the city governments, DT compared the financial, cultural, sports and media spending of the above city governments in 2018.
Amazingly, Hangzhou is the bottom of the six cities.
Xi'an, Nanjing and Chengdu are leading, and Xi'an's expenditure on this item is almost twice that of Hangzhou.
Relevant fiscal expenditure means the degree of emphasis. Undoubtedly, cities such as Xi'an, Nanjing and Chengdu have considerable expectations for the soft power of urban culture. They continue to exert their strength on the basis of the already profound cultural and historical heritage, and want to make culture a city. One of the important pivots for development.
For the economic attraction of culture, Nesbitt predicted in the Great Trends 2000: "in the new century, the economic significance of culture will far exceed people's expectations. It will have multiplier benefits to the local economy as a whole and will greatly benefit urban development."
Cases that directly bring economic benefits through cultural communication abound. As early as more than 30 years ago, Suzhou chose "Fengqiao Night Park" for Japanese high school textbooks to attract Japanese tourists, but Wuxi next door is not known. So Wuxi invited the Japanese writer Nakayama Saburo to lyrics and the singer's tail to sing "Wuxi Travel". As the record sales exceeded 10,000 on the same day, Wuxi attracted many Japanese tourists. The government immediately renamed the twice-yearly investment promotion conference. "Wuxi Travel Japan Merchants Association", Hitachi, Panasonic, Sony, Toshiba and other Japanese companies have also settled in Wuxi.
Today, with the popularity of various platforms, the urban development and cultural export of the three western cities have gone hand in hand. In 2018, the number of new permanent residents of TA ranked first in the country. Xi'an joined the club of ten million people after the increase of 387000 permanent residents.
After some analysis of these cities that are enthusiastic or active, DT Jun has some myths about the “net red” city.
We note that Hangzhou, which is less popular, has also achieved net growth of 338000 permanent residents in 2018, surpassing Chengdu and Chongqing, thanks to its solid appeal to the Internet industry-probably a low level of spending on culture, sports and communication.
In today's fast, fragmented, flat cultural context, similar to people, stores or brands, the city's popularity may only require a video, or just a song, and the platform of vibrato, Weibo, etc. A lightweight and stylish propaganda development strategy.
This kind of popularity has brought more tourists and young people in the short term, but looking at the various online red brands that are constantly getting tired of and even getting a lot of bad reviews, becoming a net red may be just the beginning.
If you want to retain people for a long time and achieve growth, you still have to look at the hard verification of urban and industrial development. Even focusing on the cultural industry involves the storage of people, resources, and policies. It is far more difficult to manage a beautiful lining than to make a face quickly.
Of course, the core cities in the west have come out of a fairly successful first step, as compared to the Nanjing, which is surrounded by the group.
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