Research On The Presentation Of Liangshan Yi Women's Images On The Kuaishou Platform

As one of the main battlefields of poverty alleviation,Liang Shan which is the largest region of Yi ethnic minority in China,has always been the focus of national and social attention.Due to the stereotyped description caused by many traditional media,the public has formed a misplaced cognition of Liang Shan region,which has affected the image and development of Liang Shan to some extent.The females of Yi ethnic minority,in particular,women always aphasia.However,the female image not only help us to understand their values,but also gradually become a mirror of the local social civilization and development level.In recent days,as a popular short video apps in third or fourth-tier cities and vast rural areas,Kwai is an important approach to know the females of Yi ethnic minority in Liang Shan for the outside world.In the preliminary research,Kwai has the widest coverage and a large number of users among the short video apps used by the females of Yi ethnic minority,so it is the best choice to study the female image of Yi ethnic minority in Liang Shan.First,this paper adopts the content analysis method to collect and analyze valid samples from the Kwai,and obtains the image characteristics of the females of Yi ethnic minority in the Kwai,mainly reflected in:the users are mainly young women and the content presented is related with women;the strong national consciousness,while lacks the gender consciousness;Content homogenization is serious;Both traditional and modern clothing;The appearance of the female body to meet the public aesthetic standards;The image is diverse,while the whole is still limited to the traditional stereotype.Second,in order to deeply analyze the influencing factors of the females image of Yi ethnic minority of Liang Shan on Kwai,this paper adopts the in-depth interview method to conduct in-depth communication with females of Yi ethnic minority of Liang Shan who are active in Kwai,and analyzes from the perspectives of content producers and social structure.From the perspective of content producers,it is concluded that there exists some main factors which can affect the presentation of females of Yi ethnic minority of Liang Shan on the Kwai.Group pressure and entertainment demands push them to start using Kwai.Peer motivation and identification would cause them to be glad to show their image presentation.The continuous use and presentation is due to gain economic benefits and expand interpersonal relations for themselves,as well as the media’s expectation to be realized.Video content they show on the Kwai is mainly influenced by individuals,audiences and acquaintances.From the perspective of social structure,it is concluded that some main reasons contribute to affect the presentation of females of Yi ethnic minority of Liang Shan on the Kwai,which is following.The promotion of education and the lack of gender education,the internalization of patriarchal thoughts and the integration of collective to individual,self-presented grassroots platform characteristics,as well as policy support and the influence of national culture dissemination and other factors.Third,In the end,it is concluded females of Yi ethnic minority of Liang Shan in Kwai is the common representation of the other people’s gaze and self-mirror,as well as the change of power structure and the existing problems.On the whole,Kwai is an important channel to understand females image of Yi ethnic minority of Liang Shan.through well quickly,females image of Yi ethnic minority of Liang Shan presents a rich diversity,which,to some extent,improved the negative image of past,but the overall is still difficult to break through the traditional stereotypes,under the action of this kind of phenomenon is more common form,but the most fundamental lies in females of Yi ethnic minority of Liang Shan.