Research On The Media Image Of Female Virtual Characters On Bilibili From The Perspective Of Encoding And Decoding

The rapid development of virtual human industry has brought a new revolution for communication.Since 2017,Bilibili platform has set up a virtual zone and launched a number of virtual human projects.More and more head enterprises have also joined the virtual human circuit.As the virtual person Luo Tianyi appeared on the stage of the Winter Olympics and endorsed many commodities,the influence of the virtual person has been further expanded and become a hot topic of social concern in recent years.Based on the coding/decoding theory and social gender theory,54 female virtual people with the highest number of followers and popularity on Bilibili platform were selected as research objects in this paper.Based on the content analysis and text analysis of 54 female avatars,the code table was established according to the strategy of female character image construction in animation,and the active construction of media image of female avatars was studied from the perspective of the coding of the communicator,that is,the virtual person operator.Then through the text analysis of the bullet screen and comments of the video related to female virtual human,the different decoding of media images of female virtual human by the audience is studied.From the two aspects of active construction and passive construction,this study analyzes the media image of female virtual human and the cultural connotation and power embodiment behind it.It is found that the image construction of female virtual human is influenced by the male gaze and the two dimensional culture,which is mainly manifested as the "immature maturity" aesthetic expectation and the symbol consumption of body landscape under the patriarchy.It is difficult for female virtual human to completely escape from the social gender power of "being watched",and the few "escape" are only a degendered means to erase femininity.There is still a long way to go for female virtual personas to achieve diverse representation of women.This paper summarizes the highly homogenized and symbolized female media images of female virtual human on Bilibili platform,and puts forward some reflections and suggestions on the media images of female virtual human from three aspects: diversification of female role setting,reasonable coding of female symbols,and enrichment of female virtual human narrative strategies.