The Study On The Gender Performance Of Male Beauty Bloggers In Male Red Booklet

Red Booklet is an online community dominated by young women.According to the relevant data of LeadLeo Research Institute,the top two areas of user concern in Red Booklet are beauty and skin care.With the continuous improvement of the creation ecology of beauty makeup in Red Booklet.it is worth paying attention to the appearance of men in the field of beauty,which used to belong to women,and they quickly establish themselves in this field and continue to expand their influence.In this group,the masculinity has produced new changes.With the theoretical support of Judith Butler’s gender performativity theory and Erving Goffman’s dramaturgical theory,this paper uses online observation method,content analysis method and discourse analysis method to explore the gender performance strategies of male beauty bloggers in Red Booklet and the presentation of masculinity,analyze the deep-seated motivation behind the gender performance and the possible consequences of the performance conducted by this group that we should be vigilant about.The study found that the gender performance strategies of male beauty bloggers are divided into three dimensions:drama dimension,ceremony dimension and language dimension.Through facial makeup,clothing collocation and hair style selection,they perform body performances to present exquisite three-dimensional male images.Attach importance to the decoration of the performance front desk,the polishing of the video topic selection and the participation of the interactive ceremony,to create a diverse and rich personnel.The use of kinship and terms of endearment creates a close relationship between bloggers and fans and helps bloggers better integrate into the fan base.Male beauty bloggers present a diverse and fluid gender temperament through gender rehearsal.Dominant masculinity is diluted and replaced by a new masculinity that integrates female and neutral traits.This new type of masculinity comes from the gaze of"hers" in the female online community and the market discourse drive of "male"consumption.Of course,the change of media gender blindness also provides a broader space for the presentation of this kind of temperament.Male beauty bloggers ’gender performance and new interpretation of masculinity are a powerful impact on gender stereotypes,challenge the binary gender structure,and confirm that gender is constructed by cultural significance and social norms,and gender can have different possibilities.Of course,we should also see the difficulties in gender performance of male beauty bloggers.We should also be alert to the solidification of social aesthetics under the male gaze,the alienation of excessive consumption of the body and social gender anxiety.