From "White,Skinny,and Young" To "Healthy And Beautiful": A Study On The Changes In The Body Appearance Of Women In Xiaohongshu

Since humans entered the consumer society,the body has become the core of consumption as the "most beautiful consumer goods".In recent years,with the awakening of domestic feminist awareness and self-media bloggers seeking differentiated competition,Woman’s bodies on social media platforms have changed from blindly pursuing "white,skinny and young" in the past to a preference for "healthy and beautiful",and formed a new round of female body consumption.This article focuses on the changes in the body presentation of female users of social media from a research perspective,combining body consumption theory and media consumption theory to explore the causes,internal logic,and essence behind this phenomenon.This paper takes female users of Xiaohongshu social media as the research object,and uses in-depth interviews and text analysis methods to summarize and sort out popular topics such as "fitness" and "exercise" on Xiaohongshu platform.Based on the theory of planned behavior(TPB),the specific text is coded and analyzed.Combined with in-depth interviews,this paper discusses the causes of the trend of women’s "healthy and beautiful" body on Xiaohongshu platform,analyzes the role of social media platforms business and technology logic in it and point out the essence of the trend of body consumption.Research has found that the trend of women presenting "healthy beauty" in Xiaohongshu is mainly influenced by three elements of "body discipline","body gaze",and "capital promotion" on the Xiaohongshu platform.Due to the influence of social media body consumption content and media logic,female users’ body aesthetic preferences have changed,and based on this constructed "ideal body",they have a reflective perception of their own body,and then embark on a new round of pursuit of body beauty.From "white,skinny and young" to "healthy and beautiful",this change seems to be a manifestation of the rational choice of the subject,but in reality,it is a new field of female body consumption constructed by social media and profit-seeking capital.Under the appearance of "pursuing health" and "refusing discipline",female users are forced to start a new round of body consumption,while also getting involved in new body anxiety.