Research On Body Transmission In Short Videos With Cargo In The New Media Environment

For a long time,traditional views such as "dualism of body and mind" have played a leading role in the study of body.The body problem has not been paid attention to,and it is also in a state of flickering in the field of communication research.Then,with the development of consumer society,new media technology is also emerging,the importance of the body is highlighted again,which caused the communication academia to start related research.In the new media environment,the human body breaks away from the bondage of the physical body and gets a great liberation."Virtual body" enters the Internet space,in which each individual can perform his body freely.Since the 1980s,capitalist consumer culture has poured into our country.At a time when the mass media is developing rapidly,it has accelerated the spread of consumerism culture in our country.On the one hand,consumerism is constantly endowed with new significance through media communication,guiding the public to consume all the symbols available for consumption;On the other hand,consumerism is also the best way for the media to maintain and enhance their own economic interests.Commercial capital and media’s own profits are transmitted to the public through different media channels,from paper media to electronic media,through the powerful symbol system of media.To a certain extent,the mass culture produced by the media coincides with the consumerism culture.In our daily life,consumerism can be seen everywhere.It affects people’s life style,social practice,values and other aspects.This influence is not only reflected in people’s consumption of specific cultural symbols,but also in the consumption of body symbols created by consumerism and mass media.Short video is a new way of communication in the new media ecological environment.Short video is a communication activity centered on body performance,which emphasizes the user’s sensory experience.The body is transferred to practice,and the body is used as the media to carry out information transmission and emotional expression.Short video with goods is a new integrated marketing mode of short video+e-commerce.In the virtual reality created by the short video platform,the behavior of "carrying goods" is full of a large number of visual body intentions.Under the joint action of visual culture and consumerism,the previously hidden body begins to move to the center of the stage and is endowed with new symbolic significance,The body is also known as "the most beautiful consumer goods".By combing the development history and ups and downs of body communication,this paper puts "body" again under the perspective of communication,and discusses the diversity of body presentation and the influence effect of body communication in the process of short video delivery.Through the methods of content analysis,case analysis and participatory observation,this paper uses the relevant theoretical knowledge of communication,semiotics,sociology and other disciplines,Taking the short video of Li Jiaqi tiktok platform as an example,the concrete expression of body language is analyzed in detail.On this basis,this paper further discusses the body presentation in the short video with goods and its impact on the audience,and thinks about the future ways of body communication.