The Construction And Consumption Of Spectacle:Research On Communication Of Short Video Of Gourmet Safaris

We live in an era where social life and media are inseparable.The "symbolic reality" conveyed by media influences people’s cognition of the world,and thus human beings enter what French scholar Guy Debord calls "landscape society" : a "symbol world" dominated by visual images.These landscapes are active in our daily life and become "dominant living patterns" through media communication.People are absorbed in various landscapes by watching visual images.With the development of society and the progress of media,the so-called landscape has penetrated into all fields of social culture and developed into a more visually attractive "spectacle",which is what The American scholar Douglas Kellner called "media cultural phenomenon guiding modern people’s life".The construction of spectacle covers the social reality,but creates an inescapable spiritual home for the audience through the media.Inspired by this,this study focuses on the most common short video image media in China,aiming to explore the construction of visual spectacle,the essence of consumer culture and the influence on the cultural and psychological cognition of the audience reflected behind the popularization of short video of gourmet safaris.Visual symbol information is presented in the medium communication of short video in an unprecedented rich state,which makes people fall into fanaticism and infatuation.Through the multiple "codes" of the blogger,the short video of gourmet safaris constructs a spectacular food spectacle,arouses the audience’s social interaction based on food with the comprehensive language of sound and painting and symbolic ceremony,so as to guide the audience’s spiritual consumption and material consumption.All kinds of visual symbols that can stimulate and satisfy the curiosity of the audience are presented in the production and dissemination of the short video,and they also participate in the reproduction of content and the reconstruction of meaning in the "decoding" process of the audience.With the prosperity and development of the gourmet safaris industry,the short video platform,food merchants and the involvement of capital add more professional,delicate and hidden consumption symbol elements to the presentation of the food spectacle,thus making the short video of gourmet safaris more commercial attribute.This study believes that,in the reality of an increasingly fluid society,the visual spectacle of food created by the short videos of gourmet safaris can alleviate the insecurity and anxiety of contemporary young people to a certain extent,and build a "food bridge" based on self-identity and social interaction for the audience.Through the investigation of the participation of social subjects and the construction of symbolic meaning in the content production and dissemination of short videos,this study excavates the visual cultural representation and the essence of consumption culture to induce audience consumption.From the perspective of "use and satisfaction" theory,this study explores the communication effect of short videos of gourmet safaris,and finds that the audience’s motivation for using media is based on the needs of social integration,personal integration,relief of pressure,emotion and cognition,and the audience is satisfied from using media and falls into a "network carnival".The seemingly irrational carnival reflects the profound influence and effect of the short video on the audience as a kind of contemporary media spectacle culture.