A Research On The Communication Phenomenon Of Male Beauty Short Video From The Perspective Of Consumerism

In the era of online social media,short videos have become one of the most important ways for people to obtain information,and beauty short videos,as an important branch of short videos,have attracted a large number of short video creators to join,of which there are a small number of male beauty bloggers.In the context of the prevalence of consumerism,the popularity of short videos of male beauty has become a cultural phenomenon.This paper takes the male beauty short video of the Douyin platform as the research object,uses the content analysis method to convert the content of the male beauty short video into data analysis,combines the text analysis method and the participatory observation method,and summarizes the characteristics of the male beauty short video from the four levels of male beauty account,the type of male beauty short video,the production and the image of the male beauty blogger.From the four perspectives of communicators,disseminated content,recipients and changes in gender concepts,the reasons for the popularity of male beauty short videos are analyzed.The problems of male beauty short videos are proposed: the proliferation of homogeneous content,excessive commercialization,the feminine image of male bloggers,and the excessive entertainment of short video content,and the lack of depth of content.According to the above problems,three solution strategies are proposed,namely,strengthening platform management,strictly selecting business cooperation,and improving the media literacy of audiences.Finally,from the perspective of consumerism,the phenomenon of male beauty short video dissemination is criticized: male beauty bloggers guide the audience to consume through entertaining short video content,and the audience consumes the symbolic meaning of the product given by the blogger,rather than the product itself.The aesthetics of female consumers are constrained by capital,resulting in the weakening of female subjectivity.Under the influence of consumerism,people are regarded as symbolic commodities,and consumerism pursues the consumption of things rather than people-oriented,and the lack of human subject status.