City walk and the Shaping of Shanghai's Urban Image on Social Media Platforms——An Analysis Based on RED

In the mediated society, social media has become a vital window for cities to showcase their images. This study selects RED and adopts a semiotic perspective to explore how City walk-related posts shape Shanghai’s urban image through textual and case analysis. The findings reveal that Shanghai projects a multifaceted urban visual image characterized by diversity, inclusivity, and a "magical metropolis"; a government image emphasizing cultural depth; a citizen image of friendliness and kindness; and a conceptual urban image of happiness, prosperity, innovation, resilience, and ecology. Throughout this process, symbols are decoded through personalized expressions and reconstructed via diverse representations, ultimately crafting a vivid and three-dimensional portrayal of Shanghai.