​A Study on the Dual-Line Construction Mechanism of Macau's City Image in a Cross-Cultural Context: A Case Study of Xiaohongshu

A Study on the Dual-Line Construction Mechanism of Macau's City Image in a

Cross-Cultural Context: A Case Study of Xiaohongshu

Li Daqiang

(The University of Sydney, Sydney, NSW 2006, Australia)

[Abstract] Against the background of the ongoing reconfiguration of cross-cultural communication,social media platforms have gradually become important sites for the production of city images.Taking Xiaohongshu as the research context, this study adopts a cross-cultural communicationperspective to examine how the city image of Macau is constructed through a coordinated mechanisminvolving "dual lines of form, dual lines of temporality, and dual lines of subjects" under multi-actorparticipation. Based on content analysis and narrative analysis of Macau-related posts, includingimages, texts, and videos on Xiaohongshu, the study finds that the city image of Macau is not simplypresented, but is continuously reconstructed through media structures, temporal narratives, andinteractions among cross-cultural subjects. The study argues that Xiaohongshu has developed aplatform-based mechanism for city image production, enabling Macau to form a city image thatcombines historical depth with modern vitality in a global context.

[Keywords] Macau; Xiaohongshu; city image; cross-cultural communication

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