REFRAMING CHENGDU’S URBAN IMAGE ON TIKTOK IN THE SHORT VIDEOS ERA: THEMES, DIFFUSION AND ENHANCEMENT STRATEGIES
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Short-video platforms do not simply transmit city images; their recommendation systems and engagement incentives actively select what becomes visible internationally. Using Chengdu as a case, this study examines platform-driven urban visibility on TikTok and asks how a city’s digital brand is shaped when “fast” cultural symbols outperform “slow” narratives such as modern industry and natural landscapes. A qualitative case study triangulates content analysis of 200 Chengdu-related TikTok videos (June-July 2025), 15 semi-structured interviews with public-sector practitioners, academics, and creators, and four focus groups with 32 users. Food (34.0%), cultural heritage (22.5%), and lifestyle scenes (18.0%) dominate the visible repertoire, while modern development (14.0%) and natural scenery (4.0%) receive limited attention. Diffusion relies mainly on algorithmic recommendation (65.0%), within a creator ecology led by individual amateurs (63.6%), and engagement is primarily low-effort (likes) rather than co-creative participation. The paper proposes a four-dimension enhancement framework-content optimization, creator support, platform collaboration, and policy safeguards-together with evaluation indicators to monitor engagement depth and shifts in perceived city image.
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