INFLUENCING FACTORS OF IMMERSIVE NEWS REPORTING ON THE BRAND CITY IMAGE: ANALYSIS BASED ON THE USE AND SATISFACTION THEORY MODEL

Abstract

Grounded in the theory of uses and gratifications from communication science, It emphasizes how mass communication meets people's specific needs and how this satisfaction affects people's behaviors and attitudes from the perspective of the audience. This paper investigates the factors influencing the impact of communication. It examines immersive news reports related to urban culture and development, specifically using "Kusunda" and "Greenland Melting" as case studies. The study proposes potential variables through which immersive news might affect the perception of urban cultural images. Data was collected via a questionnaire survey and analysed using SPSS 26.0 software. This analysis encompassed reliability testing, validity testing, correlation analysis, and regression analysis to ascertain the actual impact of immersive news on urban cultural imagery. The results indicate that city brand image perception, sense of scene, sense of interaction, and narrative strategy significantly enhance the city's cultural image. The city brand image perception is an intuitive embodiment of city charm. The creation of a sense of scene makes people immerse themselves in the cultural atmosphere of the city through well-designed urban space and cultural soft clothes. At the same time, the enhancement of the sense of interaction has made the city have closer ties with residents and tourists and promoted the spread and exchange of culture. Finally, the application of narrative strategy endows the city with deeper cultural connotation and emotional value by telling the story of the city. These findings highlight the positive influence of immersive journalism on urban image enhancement.