A Study on the Interactive Relationship between Chinese Film & Television Culture and Urban Brand Communication— A Review of Research on Chinese Film & Television Culture and Urban Brand Communication

Abstract

With the rapid development of digital media, the shaping of urban images has gradually shifted from traditional publicity methods to a communication model led by cultural content. Film and television culture, with its advantages of strong appeal, wide dissemination scope and large audience base, has become the core medium for shaping and disseminating urban brands. Taking the book Research on Chinese Film & Television Culture and Urban Brand Communication as the core reference, this essay systematically explores the interactive logic and realization path between Chinese film and television culture and urban brand communication. The core viewpoint of the book points out that the successful communication of urban brands needs to dig deep into the core of local culture, realize in-depth binding with film and television content, and achieve the continuous empowerment of film and television works on urban images through the creation and long-term operation of characteristic IPs. Supported by the film and television practice of Urban Vitality of Yucheng and cases of many cities in China, this essay supplements relevant data on film and television communication, urban cultural tourism and brand influence, demonstrates the symbiotic relationship between film and television culture and urban brand communication, and puts forward a three-dimensional path of “culture as the foundation, IP as the empowerment, and industrial coordination”, so as to provide theoretical reference and practical reference for small and medium-sized cities.