Research On The Construction Of Female Image On Xiaohongshu

With the change of the times and the progress of social thought,the female image gradually got rid of the original subordinate status and began to take on a diversified and modern new characteristic.Under the influence of the deep-rooted patriarchal consciousness of traditional patriarchal society,the display of female images on various platforms has shown the characteristics of stereotype,symbolization and even alienation.With the rise of online communities dominated by female users,more connotations have changed in the shaping and presentation of women’s images.Xiaohongshu platform is a new type of online social platform based on sharing and interaction.The platform conforms to the trend of new media development,forming a content creation platform based on common topics based on common topics,integrating display and sharing,experience exchange,and good product recommendation.Under the theme of sharing and interaction,women have become the mainstream,and various symbols representing women’s intentions are also constantly circulating in the interaction,constructing a distinctive female image.This paper selects 224 samples of women on Xiaohongshu platform from July 6,2021 to July 1,2022,takes content analysis as the main research method,analyzes the information characteristics and image characteristics of women’s content on Xiaohongshu platform,and uses consumerism and feminism related theories to analyze the new connotation of women’s image in the present.This paper is divided into six parts,and the introductory part is mainly to explain the content of the study and the research method.Chapter 2 is a content analysis of the female images in the Xiaohongshu platform,which is based on five aspects: general analysis of female images,general characteristics of social media,picture characteristics,message communication characteristics and camera language.The third chapter summarizes the characteristics of the female images constructed on the Xiaohongshu platform and concludes that the female images constructed on Xiaohongshu have three characteristics of being examined,consumed and mythologized.The fourth and fifth chapters are about the cultural interpretation of the female images in the Xiaohongshu platform under the perspective of consumerism and feminism.It is found that women are presenting unexpected images and tend to pursue naturalistic tendencies,dare to speak out,begin to participate in the discussion of gender issues and become the voice of women’s topics.However,at the same time,there are new characteristics such as self-anxiety,being wrapped up in consumerism and being contextualized.Contemporary women are not only in the passive position of being watched,but also in the opposite direction under the continuous male scrutiny,using male scrutiny to enter the traffic pool,so as to enhance the attractiveness of the content and profit from it.The platform is for women,the platform provides a platform to express themselves,in which women can express their views.At the same time,it serves as a yoke to seal themselves off.On this basis,the image of women begins to show a new trend of compounding and even utilitarianization.Therefore,the impact of the construction of women’s image in the Xiaohongshu platform on society is also complex and diversified.On the one hand,the self-disciplined and independent women’s image on the Xiaohongshu platform can be a role model and a sign of progress.But on the other hand,over-emphasis on one-dimensional beauty may weaken the meaning of women’s emancipation and make women fall into the shackles woven by capital and women themselves once again.