Research On Women’s "Beauty Myth" In Douyin Beauty Short Videos

"Everyone has the heart to love beauty".Since ancient times,women’s pursuit of beauty has never stopped,and society’s standards for beauty have continued to change.Douyin beauty short videos provide contemporary women with a new "beauty model",and the audience accepts the aesthetic standard of "white and thin" in the visual bombardment of "perfect image".This article is guided by Roland Barthes’s mythological theory to explore the phenomenon of women’s "beauty myth" in Douyin beauty short videos.This study selects 300 beauty short videos in the Douyin APP,uses the content analysis method to explore the characteristics and current situation of beauty myths,explores the reasons behind them,and analyzes the two-level symbol construction and operation mechanism of beauty myths by mythological theory and analysis.Through in-depth interviews with young women,the influence of beauty myths is explored,and finally suggestions are put forward to break beauty myths and reconstruct healthy beauty and diversified beauty.Through research and analysis,it is found that the short video of Douyin beauty shows women with visual infantile,"sick and thin" body,refined facial makeup and formulaic beauty image characteristics;The written expression highlights the importance,plasticity and consumability of women’s beauty;The background music highlights the visual impact of the characters before and after makeup,and the live vocal commentary enhances the authenticity and closeness of the short video.At present,beauty short videos have problems such as the lack of female subjective awareness,highlighting the value of symbols,hiding the intention of selling goods,and exaggerating the extraordinary effects of beauty.Under the operation of economy,power and technology,the "female beauty" in beauty short videos has been appropriated by capital and "beauty industry" and evolved into "commercial beauty".Women’s beauty has become a " commodity" under the pile of beauty products,a tool for beauty manufacturers and bloggers to make profits,and a "beauty trap" to induce people to consume.From "female beauty" in the traditional appreciation of the meaning to "commercial beauty" in the context of consumption,the formation of beauty myths is inseparable from the development and empowerment of media technology,the operation of capital and consumerism,the supremacy of entertainment and the proliferation of visual symbols,and the influence of celebrity culture and beauty culture.Beauty short videos construct beauty myths through the operating mechanisms of "history turns into nature" and "accidental individuals become universal facts".It is undeniable that beauty short videos provide guidance for contemporary women to become beautiful,and revolutionize people’s value judgment and pursuit of beauty;However,its false reproduction of beauty and the erroneous belief in giving beauty continue to exacerbate women’s self-objectification and appearance anxiety,resulting in "appearance first" and aesthetic alienation at the social level.Therefore,breaking the myth of beauty requires promoting women’s self-awareness,diversifying aesthetic standards,and reshaping the value of beauty.