Abstract
This thesis explores how Chinese second-tier cities—specifically Hangzhou, Chengdu, and Nanjing—use officially produced short videos on platforms such as Douyin (TikTok China) and YouTube to construct and communicate their city brands. Within China’s urban hierarchy, Tier 2 cities are defined as economically significant regional hubs that, while less globally prominent than Beijing or Shanghai, play vital roles in national development and digital innovation. These cities are increasingly turning to short-form video content to enhance their competitive positioning in both domestic and international contexts. Adopting a multimethod approach that combines multimodal discourse analysis with semi-structured interviews, this study examines how government-produced short videos strategically employ visual, auditory, and narrative elements to shape city brand positioning, identity, and communication styles.It also investigates how these branding messages are received and interpreted by diverse audiences across both Chinese and Western social media platforms. The core theoretical contribution of this research is the development of a Reflexive Model of City Branding, which reimagines urban communication in the age of short video. In contrast to traditional branding models that emphasise top-down message control and visual uniformity, this model foregrounds emotional differentiation, participatory storytelling, sonic branding, and co-creative audience engagement. It provides a framework for understanding how city brands are dynamically co-constructed through interactions between content producers and viewers. By bridging theory and digital practice, this study offers new insights into the evolving field of city branding in the digital era. It highlights the strategic potential of short video platforms to create emotionally resonant, adaptable, and globally visible urban identities. The findings also offer practical guidance for city branding practitioners seeking to communicate more reflexively and inclusively through emerging media technologies.
| Date of Award | 2026 |
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| Original language | English |
| Awarding Institution |
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| Supervisor | Keith Dinnie (Supervisor) & Daniel Clarke (Supervisor) |