A Study on the Dissemination of Xiamen’s Urban Image Through the BiliBili Platform

This study conducts an in-depth content analysis of videos related to the city of Xiamen on the Bilibili platform. It summarizes the image of Xiamen portrayed in self-media videos with “Xiamen city” as the primary search term. Xiamen is depicted as a city embodying healing power, a romantic atmosphere, vibrant development, and urban scenery. Furthermore, through high-frequency word analysis and sentiment analysis of comments on Xiamen city-related videos on the Bilibili platform, this research summarizes the audience’s perception and attitude towards the image of Xiamen city. The high-frequency word analysis results indicate that “housing prices” is the most prominent concern for the audience regarding Xiamen city. The sentiment analysis results reveal that the audience on the Bilibili platform generally holds positive and affirmative emotional tendencies towards the image of Xiamen city. Positive evaluations from the audience primarily focus on aspects such as “beautiful natural scenery,” “livability,” and “romance,” while negative evaluations predominantly revolve around “high housing prices,” “tourism services,” and “economic livelihood.”