Research on the communication mechanism of male beauty short video from the perspective of consumerism culture
Yufei Ji
DOI: https://doi.org/10.59429/pmcs.v5i6.1248
Keywords: Male Beauty Short Video; Consumerism Culture Spread; Communication Mechanism
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.
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