国家形象的塑造离不开城市形象建构，短视频在改变大众生活的同时，也影响着城市形象建构与跨文化传播。北京冬奥会这一媒介事件则为北京城市形象的塑造和传播提供契机。

Tiktok是当前全球用户数量多、影响力大的海外短视频社交媒体，在冬奥会期间，有许多相关短视频发布，因此，本文以Tiktok冬奥短视频为研究对象，基于大数据手段和内容分析法，分析短视频的主题、内容，及其为受众构建了何种北京形象，再从视频生产策略的角度，分析Tiktok冬奥会短视频的特点，并通过影响因素与传播效果的方差、均值分析和评论区主题词分析，讨论短视频在跨文化传播中的实际效果。

Tiktok冬奥会短视频以日常生活、吉祥物、现场报道、赛事筹办、官方宣传、个人观点、冬奥信息为主题，大多具有正面与中性的情感色彩。视频时长短，但包含丰富的信息量，且运用实地拍摄和素材拼接提供多维视角。碎片化的内容借助“官方+媒体+民间”的一体化传播网络，建构了友好温暖、负责专业、高速发展的北京城市形象，可爱之城、实干之城、智能之城的形象更为生动和立体。但同时北京也是争议之城，在冬奥会期间面临各种争议问题，这在Tiktok短视频中也有所体现。以短视频点赞、评论、转发、收藏来考察传播效果发现，短视频的信息度和情感性会影响其传播热度。就评论区反馈来看，Tiktok冬奥短视频在实际的跨文化传播中，建构了有爱的、美丽的、友好的、可爱的、令人称赞的等一系列正面形象，相比于2008年有了进一步成效。

北京冬奥短视频中的城市形象建构和传播为其他城市提供了可参考的案例。要应对网络中存在的质疑、误解，未来可以通过精简内容、快速触达，创设体验、制造共情，应对谣言、警惕刻意抹黑，丰富传播网络、挖掘内生动力，整合资源、优化形式等策略进行优化，进而更好地向世界传播中国声音。

The national image cannot be shaped without the construction of city image, and short videos have influenced the construction of city image and cross-cultural communication while changing public life. The Beijing Winter Olympic Games is a media event that provides an opportunity to shape and spread the city image of Beijing.

Tiktok is an overseas short-video social media with a large number of users and great influence in the world, and many short videos were released during the Winter Olympics. Therefore, this research takes Tiktok’s Winter Olympics short videos as the research object, and analyzes the themes and contents of these short videos and what kind of Beijing image they construct based on big data and content analysis method, and then analyzes the video production strategy. This research analyzes the characteristics of Tiktok’s Winter Olympics short videos from the perspective of video production strategies, and discuss the actual effects of short videos in cross-cultural communication through variance and mean analysis of influencing factors and communication effects and analysis of topic words of the comments.

The themes of Winter Olympics short videos on Tiktok are daily life, mascots, on-site reports, event preparation, official propaganda, personal opinions, and Winter Olympics messages, and they are with positive and neutral attitude. The videos are short in time but rich in information, and take measures of shooting on location and material stitching to provide a multi-dimensional perspective. With the integrated communication network of “official + media + users”, the fragmented content builds a friendly, warm, professional and fast-developing image of Beijing as a city of loveliness, practicality and intelligence. But at the same time, Beijing is also a city of controversy, facing various controversial issues during the Winter Olympic Games, which is also reflected in the Tiktok short videos. By examining the effect through likes, comments, reposts, and collections of these short videos, it was found that the informational and emotional content of short videos can affect their popularity. In terms of feedback of comments, Winter Olympics short videos on Tiktok have constructed a series of positive images such as loving, beautiful, friendly, lovely and praiseworthy in the cross-cultural communication. This is improvement compared to 2008.

The construction and communication of the city image in the Beijing Winter Olympics short video provides a case study for other cities to follow. To deal with the doubts and misunderstandings existing on the Internet, in the future, strategies such as streamlining content, quickly reaching out, creating experiences, creating empathy, responding to rumors, being vigilant against deliberate defamation, enriching the communication network, tapping into endogenous dynamics, integrating resources, optimizing forms can be taken to optimize, and thus better spreading China’s voice to the world.