Research On The Influence Mechanism Of Live Streaming On Female Cosmetic Behavior

As a typical representative of new media,webcasting has become one of the most popular mass media in terms of its communication characteristics and influence effects beyond traditional media.In recent years,on the platform of live webcasting,the emerging public aesthetic preference of “net red face” through cosmetic surgery is being favored by the majority of women and has become a mainstream aesthetic development trend.Cosmetic consumption is embracing the concept of urban women’s autonomy in reforming the body and the “face value economy”,and more and more women are investing in such a new consumption boom.This paper is based on Meyrowitz’s “situation theory of media” and combined with the new features of new media,this study attempts to explore how the new live webcasting media affects the cosmetic behavior of the female live broadcast user group as an audience.Inspired by the research framework of the “new media” – “new scenario” – “new behavior” proposed by Merovitz,and the characterization and influence of the concept and behavior of the new “middle zone” scenario.This paper also follows this research path,using qualitative interviews and participatory observation research methods to prove that the new media of the live webcast is caused by the media characteristics of real-time communication and instant interaction,and the UGC content production mode jointly constructed by the broadcaster commentary between the two parties as the live broadcast user,which promotes the new scenario,namely “live zone” The production.The new scenario has exerted the influence mechanism of the live broadcast area in the field through the changes of social mode,the projection of user’s self-worth and the subject’s self-construction.This study also combines specific social phenomena,focusing on the in-depth interviews with typical subjects,focusing on the process of female live broadcast users’ attitudes toward cognition to behavior during the process of watching live media.It analyzes how the live webcasting effect on the physical anxiety of female users through the mimicry environment,and reflects the domestication of female users in the live broadcast area.As well as the role of the net red economy and the stimulation,the capitalization tendency of women’s appearance eventually prompted female users to create plastic surgery,a new social behavior of physical consumption.At the end of the study,female users who had accepted cosmetic surgery in the respondents were interviewed again to try to find out whether the cosmetic behavior can truly eliminate the negative emotions such as physical anxiety caused by the new media.The results confirmed that most of the subjects’ body image in terms of self-worth and identity can only be delayed by cosmetic surgery,but it has not been able to achieve real relief and elimination.