The Construction of City Image in Micro-Filmsthe: The Case of Taipei City Government

Abstract

Due to the emergence and the widespread of the Internet and the mobile device technology, micro-film has become one of the popular communication forms. Not only business enterprises, but also government departments adopt it for the city marketing. This paper not only tries to analyze the construction of city image in these micro-films, but also proposes some thoughts for other cities that intend to release their own micro-films. This paper utilizes case study analyzing three micro-films produced by Taipei City Government in 2012 and 2013 to examine the basic questions as follows: what kind of image of Taipei city was presented in these films? And how these images were constructed in these films? The study found that, firstly, Taipei city is presented successfully as a warm, free, convenient, and modernized city through the attractive love stories and performers. On the one hand, these films appeal to audiences' emotional involvement in the plots; on the other hand, Taipei City is positively portrayed as a diverse and rich city for traveling which brings strength and vitality for people. Secondly, these micro-films made by Taipei city government are easy to understand by the audiences in terms of story plot and narrative techniques. Meanwhile, the dialogues reflect local people's daily conversation, and the performers are selected carefully and appropriately, which make these micro-films more accessible and entertaining.



Author Information
Chia-ju Lin, Ming Chuan University, Taiwan

Paper Information
Conference: MediAsia2015
Stream: Advertising

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