The Construction of City Images in Micro Films: A Case Study of Taipei City Government

Abstract

In recent years, with the rapid development of the media, an increasing number of corporations and even government agencies are using the new format known as the micro film as a means of advertising and marketing. In this study, we took the micro films produced by the Taipei City Government as objects of analysis to investigate the image of the city as constructed in and produced by these films. Furthermore, in this study, the symbol of image in three such micro films was studied: Love@Taipei, My Micro Tour of Taipei, and Happily Ever After. It was found that in these films, the characteristics of the city of Taipei have been presented accurately and successfully by means of the [appropriate selection of] celebrity performers, the romance narratives used, and the lively presentation of these films. Therefore, these films have foregrounded an image of Taipei that is free, friendly, diverse, and progressive; furthermore, they have successfully conveyed the idea that "Taipei is a city that is positive and capable of outstanding achievements". These films, designed to attract audiences, have been made with great skill and portray little elements of the government-run campaigns they are actually part of, thus making them even more entertaining for viewers.