Research on the communication mechanism of male beauty short video from the perspective of consumerism culture
Abstract
With the advent of the new media era, short video has become the main channel for information dissemination in various fields of
society. In the field of beauty, a professional, vertical and unique video type - male beauty short video has emerged. With its professional and
entertaining characteristics, male beauty short videos have attracted tens of millions of fans from 2018 to 2023, and the amount of consump_x005ftion transformed by watching such videos has exceeded 100 million yuan, becoming one of the most important information dissemination
and marketing methods in the field of beauty makeup in China. However, in the process of this kind of video communication, consumerism
has become a cultural phenomenon that cannot be underestimated in the process of male beauty short video communication. In the process
of development, different degrees of problems and drawbacks have been revealed to the audience, the industry and the society. Based on
the theory of consumerism and taking male beauty short video as the research object, this paper explores the consumerist communication
mechanism of male beauty short video, and then reflects on the consumerist characteristics of male beauty short video, in order to bring some
enlightenment for the positive long-term development of male beauty short video communication in the future.
society. In the field of beauty, a professional, vertical and unique video type - male beauty short video has emerged. With its professional and
entertaining characteristics, male beauty short videos have attracted tens of millions of fans from 2018 to 2023, and the amount of consump_x005ftion transformed by watching such videos has exceeded 100 million yuan, becoming one of the most important information dissemination
and marketing methods in the field of beauty makeup in China. However, in the process of this kind of video communication, consumerism
has become a cultural phenomenon that cannot be underestimated in the process of male beauty short video communication. In the process
of development, different degrees of problems and drawbacks have been revealed to the audience, the industry and the society. Based on
the theory of consumerism and taking male beauty short video as the research object, this paper explores the consumerist communication
mechanism of male beauty short video, and then reflects on the consumerist characteristics of male beauty short video, in order to bring some
enlightenment for the positive long-term development of male beauty short video communication in the future.
Keywords
Male Beauty Short Video; Consumerism Culture Spread; Communication Mechanism
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PDFReferences
[1] Jean Baudrillard. The Consumer Society[M], translated by Liu Chengfu and Quan Zhigang, China Renmin University Press, 2014.
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[5] Xue Lei, Shi Lei,.”Interactive Logic of New Media and New Consumerism”, [J]Youth Reporter, No. 03, 2019.
DOI: https://doi.org/10.18686/mcs.v5i6.2201
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