Research On The Communication Phenomenon Of "Feminist Marketing Account"

With the advent of the new media era,the environment of public opinion has been greatly changed,and women’s right to speak has been reflected to some extent in the new media.However,due to the prevalence of consumerism,marketing generalization has flooded social media platforms,the inevitable exploitation of women’s topic by business leads to the contraction of women’s topic and the audience’s misinterpretation of feminism.Most of the current audience’s understanding of feminism comes from the influence of marketing numbers,especially online opinion leaders,many of whom have been dubbed Feminist leaders,such marketing values can easily mislead audiences about the framework of feminism.The text first studies the dissemination of feminism in the new media environment,including the development of feminism in China,the stigmatization of feminism,how to empower women’s self-expression in new media,the agenda of feminism in new media and the promotion of pseudo-feminism by Internet marketing.Secondly,focus on the analysis of the nature and causes of feminist marketing numbers,as well as the main target audience groups.Thirdly,the research,content analysis and communication strategy of the feminist marketing number,and the impact of the feminist marketing number on the audience.Finally,the author expresses his reflections on the spread of "pseudo-feminism" and puts forward some countermeasures.This paper focuses on the current situation of the dissemination of feminism under the new media platform,taking the feminist marketing number as an example,studies the survival and development of the feminist marketing number,and explores the impact on feminism,from many marketing numbers to establish an analysis object,the essence of the feminist marketing number,communication content,communication strategy research,research found that the quality of feminist marketing number article is poor,commercial atmosphere is serious,and the content is generally around the controversial hot social criticism,high credibility of the audience,influence,create gender antagonism,convey self-interest,neglect of social responsibility,the development of feminism caused difficulties.