Taking the City as the Medium: Research on the Construction and Dissemination of City Image from the Perspective of 'Media Event'Taking Harbin Traffic Progression as an Example

In the era of media convergence, the dissemination of city images has gradually entered the stage of mobile Internet visual dominance with short video as the main carrier and focusing on urban life. Local mainstream media actively participate in it and play a key guiding role in media events. At the end of 2023, the content of Harbin Ice and Snow Cultural Tourism in the short video platform exploded, making Harbin one of the well-known tourist destinations at home and abroad. Harbin extends the traditional way of expressing the city image of " taking the city as the medium, " with " media event " as the core, supplemented by the sincere hospitality method of " Scene-Topic-Empathy" which enriches the narrative paradigm and discourse system related to the construction and dissemination of the city image, and explores an effective way to promote the internationalization of the city in the era of media integration. This paper takes the event of Harbin cultural and tourism industrys rise to fame as an example. From the perspective of media events, taking the timeline as the axis, it explores how media events can further promote the traffic progression of Harbin city IP from the three dimensions of image construction, brand communication and value shaping, to move towards the international stage.