Abstract With the development of the internet and progress in communication technology, WeChat plays a more and more important role in people’s life in China. In daily communication, as a common linguistic phenomenon, code-switching appears a lot in WeChat communica_x005ftion as well. Through analysing real data from WeChat conversations, the author examines people’s attitudes towards code-switching and the functions it serves in daily communication.

Abstract The creation of short video platforms has created a new way for non-heritage culture to be disseminated in a participatory cultural environment. This has improved the rate of non-hellenic culture reproduction, encouraged a wider range of non-heritage culture dispersal, and has a greater impact on dissemination. In order to conduct the exploration of the non-heritage short video, this article uses a participatory culture perspective and combines the knowledge of communications about the issues associated with non-heritage short video, including lim_x005fited individual distribution, uneven resource distribution, insufficient support, and other issues to analyze.

Abstract In the social media environment, the improvement of brand awareness is positively impacted by the new situation such as “media convergence”, “young user group” and “diversified marketing”, which makes the communication power of its own brand facing a develop_x005fment crisis. In view of this, this study will be under the support of jenkins fusion theory using exploratory factor area analysis and regression analysis method of brand communication force, finally the brand community loyalty, brand image, word of mouth “, brand younger and new brand image the five factors of the brand communication force influence has certain differences, and on the basis of this social media platform awareness of brand communication force promotion strategy, improve consumers to brand identity, promote awareness positive influence on the development of the brand.

Abstract Comrade Xi Jinping proposed in the 20th Party Congress to increase the protection of cultural relics and cultural heritage, and to strengthen the protection and inheritance of history and culture in urban and rural construction, which is a powerful initiative to emphasize the construction of socialist culture, and to prosper the development of cultural undertakings and cultural industries. In 2019, the site of Li_x005fangzhu Ancient City was approved and formally inscribed on the World Heritage List, and the Liangzhu culture is a Chinese treasure that has been preserved. In this paper, the “whole system construction” communication concept will be cut from the perspective of cultural communication, integrated into the Liangzhu cultural communication practice, to enhance the effectiveness of Liangzhu cultural communication to provide operable countermeasures and practice carriers. To explore the innovation and dissemination path of the local landscape culture for the society.

Abstract This paper delves into the significant role of online gaming in the inheritance and transformation of traditional Chinese culture within modern society, posits that online gaming, as a contemporary media and art form, offers an innovative avenue for cultural dissemina_x005ftion, making traditional culture more accessible to younger generations and thereby supporting its ongoing evolution and preservation.

Abstract This paper constructs a SEIR epidemic model that conforms to the community group buying product information dissemination in the WeChat social network based on the improved SEIR epidemic model, studies the dynamic information dissemination process of products in the WeChat social network, and compares the user’s total number, infection probability and group effect on information dissemination. The results show that the user’s total number is positively correlated with the information dissemination breadth, the larger the infection probability , the more users receive the information, the faster the information dissemination speed, the interest threshold in the group effect is positively correlated with the information dissemination speed, and the quality of the product will have a certain impact on the interest threshold. This paper has some reference value for the product information push mechanism and environment optimization of the community group buying platform.

Abstract Media has completely surpassed the two main roles of the direct integration communicator of modern traditional media information and the direct carrier of modern information content, becoming a huge media information network that can simultaneously connect modern people’s lives as a node of time, all related to people, things, and events. The entire modern Chinese network society, as well as the daily work and survival of modern people today, are integrated and connected to this vast information network. The integration and development of various media driven by the advancement, development, and innovation of information technology make it difficult for people to under_x005fstand old media in a traditional way. Nowadays, new communication media are not just direct carriers or indirect channels for transmitting information and content. Media has gradually penetrated into various details of our modern society and the daily lives of every generation. After 2020, with the deep entry of mainstream online media into the market, promoting products through online live streaming and audio and video has gradually become a trend in online media communication. This may also be a vivid and close combination of the deep integration of online communication media and online cultural communication media into daily life.

Abstract In the new environment of enterprise advertising media information communication industry, the market environment of advertising communication marketing industry is constantly changing, showing new changes and diversity,The advertising marketing information communication mode strategy is also constantly adjusted and changed. This paper will take the new media thinking marketing mode of Internet as the axis to deeply study and explore the construction of the communication mode of modern enterprise advertising and the new form of marketing industry.Starting from the three basic elements of modern enterprise advertising communication and their characteristics, this paper discusses how to build a face-to-face advertising new media information communication industry environment, the development trend of advertising communication and the three basic characteristics that need to be presented in detail.With the continuous breakthrough and transformation and upgrading of the nature of modern advertising communication mode, the new mode of advertising communication marketing will gradually turn to the return of advertising information communication; Due to the ever-changing segmentation of advertising communication audiences, it is necessary to accurately target and optimize various advertising information communication modes in order to provide media consumption of advertising audiences at different communication moments. Finally, only by enhancing the information contact of multimedia screens and enhancing the media interaction and user experience of advertising users, can the final advertising audience's media consumption be transformed into the audience and become the final audience consumers.

Abstract In 2022, the U.S. Supreme Court overturned Roe v. Wade, triggering widespread controversy in the United States and around the world. As one of the most controversial abortion cases in American history, Roe v. Wade marked the historical process of the power and constitutionalization of abortion issues on a global scale, and became a symbol of abortion freedom in social movements and political debates in many countries.[1] Abortion rights have become a core issue of feminism and women’s rights, and the re-examination of Roe v. Wade high_x005flights the complexity of this issue in patriarchal ideology and political struggles, reflecting the fierce conflict between judicial decisions and values and beliefs. re-mold. In recent years, there has been a surge in the number of works directed by female directors, which have frequently won awards at major film festivals, showing women’s struggles and demands and subverting traditional gender images. While revealing gender inequality, it also pays attention to individual differences within genders, presents their real living conditions, and faces the struggles in the shadows. The discussion of women’s control over their body autonomy has become an important issue. The film “It’s Happening” (2021), which won the Golden Lion Award in 2021, is a work that focuses on women’s abortion experience.

Abstract Television media, as a traditional medium, connects with millions of rural households, boasting a vast audience base and significant potential in rural revitalization. In the context of the new era, television media must deeply understand the transformation and upgrading chal_x005flenges facing rural programs and leverage its strengths to actively participate in the construction of integrated media propaganda platforms. Simultaneously, television media should embrace innovation, establish “media +” industry integration chains, showcasing its role and value in facilitating rural revitalization. By prioritizing rural revitalization, television media can create fresh opportunities for the development of the television industry.

Abstract A large number of relic painters appeared during the alternation of Song and Yuan dynasties. As an outstanding artist at the end of the Southern Song Dynasty, Zheng Sixiao not only opened a chapter of Yuan Dynasty literati painting and calligraphy, but also set an exam_x005fple for the future generations by his consistent spirit of nationalism, patriotism and loyalty to the emperor. He left many poems and paintings for posterity as a relic painter, and the orchids he painted have become a model for posterity. The unity of poetry and painting conveys his noble relic state of mind. This paper combines Zheng Sixiao’s social and historical background, analyses the subject matter, ink and brushwork characteristics, and aesthetic connotation of his works, and combines them with the inscribed poems and seals in his works to explore Zheng Sixiao’s nostalgia for his homeland and his transcendent and hidden relics’ state of mind embedded in his poems and paintings.

Abstract In recent years, Through the continuous development of the Internet, Social media has gradually become a new window for public opinion information dissemination, at the same time, China is in the transition period of social and economic development, Multiple social conflicts, Cause public opinion emergencies are common, In the context of the “post-truth” era, “Emotions are before us, Truth comes “ Facts and truth have been replaced by public sentiment, rumors and speculation, This also brings many challenges to the society, In this paper, taking the pregnancy suspension event of female graduate students of Chinese Academy of Social Sciences as an example, Studying a series of questions about the expression of public sentiment, With a simultaneous reflection, Constantly improve and innovate the media guidance strategy for the expression of public emotions.

Abstract Inheriting and carrying forward the spirit of Anshan Iron and Steel model workers in colleges and universities is a vital mission. The spirit of Anshan Iron and Steel Model Worker, as a precious spiritual wealth of the Chinese working class, demonstrates the values and entrepreneurial spirit of positivity and pursuit of excellence. In colleges and universities, inheriting and carrying forward this spirit will not only help cultivate college students’ sense of social responsibility and collective honor, but also guide them to establish a correct outlook on life and values.

Abstract The development of county-level comprehensive media centers is an important driving force for the implementation of rural revi_x005ftalization strategy. It plays an important role in promoting the integration of county rural revitalization strategy and comprehensive media. County-level financial media centers serve rural audiences and promote rural inheritance and cultural development. This article starts from the two paths of “communication” and “governance” and implements rural social governance through the county level through information dissemination, rural cultural inheritance, villager identity linking, publicity policy adjustment and other strategies, which ultimately becomes an important part of rural revitalization and prosperity.

Abstract This paper discusses the manifestation of body consumption in domestic films, and focuses on the relationship between body im_x005fage, aesthetic standards and self-identity. Through the analysis of a series of domestic films, this paper finds the multiple manifestations of body consumption in films, including the portrayal of the character’s body image, the presentation of aesthetic standards and the interaction between the character and self-identity. The article also delves into how these representations are influenced by socio-cultural contexts, market demands and audience expectations. Finally, the paper puts forward suggestions on shaping a positive body image, expanding aesthetic standards and strengthening self-identity to promote a more comprehensive and profound presentation of the theme of body consumption in domestic films.

Abstract With the advancement of networking technology, the promotion of 5G networks, the expansion of wireless network coverage, and the popularization of smartphones, more netizens can use mobile devices to easily access the Internet and browse short videos. Therefore, re_x005flying on the Internet and smart terminal technology Mobile short videos have also entered a highly popular state. As long as users are willing to create, they can create and publish content on the short video platform to show themselves and share their lives. User-created content has become an important information resource for the platform. Content is the core of the promotion and operation of the short video platform, and is also the source of power for the platform’s sustainable development.

Abstract Virtual environment refers to a teaching mode that combines virtual reality technology with teaching. By utilizing virtual learning environments to break through the limitations of time and space, students can experience immersive learning to a certain extent. The visual, realistic, reasonable, and efficient interactive design of 3D animation production has stimulated students’ learning interest, cultivated their self-learning ability, and enhanced their learning efficiency. In a virtual environment, combining interactive design with existing learning re_x005fsources can promote higher-level conscious research and enhance cognitive effectiveness.

Abstract In the process of image creation, as the decision-maker, conductor and leader of the birth of the work, whether the director has the directorial thinking will directly affect the presentation effect of the work. Therefore, the cultivation of director thinking is particularly impor_x005ftant in the teaching of film and television creation, but from the actual teaching situation, many teachers still have some problems in cultivating students’ director thinking, so that students do not have the ability to create excellent image works. Based on this, this article starts from the relevant overview of director’s thinking, briefly analyzes the formation process and specific training strategies of director’s thinking, and serves as a personal teaching combing.

Abstract With the rapid development of the Internet and the continuous change of media forms, “Internet + media” has become an important development trend of the media industry. This trend puts forward new challenges and opportunities for media organizations. This paper aims to summarize the strategies of media development under the background of “Internet + media”, and put forward the relevant implementation outline, so as to provide reference and guidance for media organizations to maintain their competitive advantages in the era of integration. Media organizations need to constantly innovate their content forms and presentation methods to meet the diverse needs of their users. This includes integrating both traditional and emerging media, and exploring the application of new technologies, such as virtual reality and aug_x005fmented reality, to provide a more engaging and immersive content experience. Using big data analysis and artificial intelligence and other technologies to have an in-depth understanding of user behavior and needs, and provide personalized content recommendation and customized services. To establish a good interactive relationship, the media organizations can have an in-depth interaction and cooperation with the users, understand the user needs, improve and optimize the content, and enhance the user experience. The concept of user-generated content should also be introduced to encourage their participation in content creation and sharing and enhance their sense of belonging and loyalty. In the implementation process, factors such as industry characteristics, user needs and technological changes should be comprehensively considered to ensure that media organizations can continue to develop and innovate in the era of “Internet + media”.

Abstract This article explores the developments and challenges of nonprofit journalism in the 21st century. With the development of Web 2.0 technology, innovative investigative journalism models have emerged in the United States, driving the rise of nonprofit news outlets. The nonprofit journalism business is a nonprofit organization dedicated to exposing abuses of power and betrayal of public trust, and is character_x005fized by originality, expert argumentation, and a positive mission to serve the community. Despite challenges such as funding, independence, and sustainability, nonprofit news outlets are actively growing and playing an increasingly important role in the news ecosystem. To meet these challenges, journalism scholars and industry practitioners need to work together to make the value of non-profit media visible to governments and the public, and to promote mutual support and cooperation among media.

Abstract Due to the popularity of micro video, some people make use of micro film advertising too utilitarian to create bad topics that attract people’s attention, which is often counterproductive. There are many fragmentary difficulties in integrating media, and the emotional narra_x005ftive of micro film advertising needs to burst out more excellent works. China is walking on the road of cultural confidence, combining the theme of national traditional culture. In order to carry out the benign development of micro film advertising in the future, we should improve various problems in the environment of contemporary financial media, and its communication strategies should be further studied.

Abstract Chinese liquor brands are actively seeking ways to rejuvenate their brand marketing. With the rise of new media, liquor brands have also begun to pay attention to the consumption needs of young consumers and pay more attention to brand innovation and fashion sense. Therefore, liquor brands need to explore new brand marketing strategies to adapt to the needs of young consumers. Among them, new media is an important platform for brand marketing rejuvenation, including social media, short video platforms and e-commerce platforms. Brands such as Maotai have already enhanced their brand connection with young people by launching a series of youth-oriented marketing campaigns on these platforms. Through new media platforms, brands can build awareness, interact with consumers, and build brand loyalty. This paper will take Moutai as an example and analyze the problems and deficiencies of the rejuvenation of Chinese liquor brand market_x005fing strategy through literature analysis, case study and information research methods, aiming to provide suggestions for the rejuvenation of China’s liquor brand marketing strategy and summarize the experience to provide a feasible path for China’s liquor brands to enter the youth market. The aim is to provide suggestions for the rejuvenation of Chinese liquor brand marketing strategy, summarize the experience and then provide a feasible way for Chinese liquor brands to enter the young market.

Abstract In the era of “Internet+”, the media that information technology affects social information dissemination has changed, and short videos in new media dissemination have gradually become the most popular method of communication. In the dissemination of short vide_x005fos, it is possible to strengthen relationships between people and allow those who do not have enough time to go out to learn about the world through short videos. As a city with a rich historical heritage, Xi’an ranks very high among the cities all over the world. In order to better promote this cultural city and make it more well-known to everyone, this article studies the shaping of the image of Xi’an in short videos, in order to find effective ways to shape the image of Xi’an and provide new ideas for the cultivation of urban image in the new era.

Abstract Using the interactive documentary The World in Ten Blocks as a case study, this paper explores the impact of multimedia digital interactive technology on narrative structure and audience experience from the standpoint of media convergence. The findings indicate that interactive documentaries depart from traditional linear narratives by implementing a “decentralized” structure, thus enabling users to active_x005fly control the direction of the narrative and engage in an immersive, game-like experience. However, the integration of digital technology in multimedia renews and reorganizes innovation teams, but also leads to audience confusion due to the abundance of media information and dispersed speech.

Abstract This paper aims to explore the importance of information dissemination during an epidemic outbreak and the associated legal re_x005fsponsibilities. During such crises, accurate and timely information dissemination is crucial for public safety and health. However, the spread of misleading or false information can also lead to panic, discrimination, and other adverse consequences. Therefore, establishing a legal framework to ensure the accuracy of information and clear accountability has become imperative.

Abstract Surfing News “Mountains and Rivers” series of in-depth reports is the mainstream media news agencies in the visual communica_x005ftion era when technology is prevalent in the fusion of visual presentation and humanistic spirit of communication attempts and performances, this paper to the second series of the “through the coastline: offshore fish shortage” in the visual breakthrough and humanistic spirit of the innovative integration of the characteristic path and experience to explore, hope to be able to adapt to the needs of the development of visual communication and enhance the humanistic spirit, but also to meet the needs of the times and strengthen the development of visual communication.

Abstract In the late twentieth century, the technological changes of intelligence, informatisation, and electronification renewed people’s spa_x005ftio-temporal experiences and triggered changes in spatio-temporal phenomena. The dimensions of human spatio-temporal narratives continue to expand, and narratives about the virtual, the cosmic, and the reversal of time and space proliferate. Spatio-temporal cinema, which takes the power of technology as the driving force of imagination, plays an important role in the shaping of these typical spatio-temporal imaginaries. This paper takes Christopher Nolan’s spatio-temporal films as the main samples of the study, in order to explore the main logic of various types of “supra-temporal” narratives. this paper will not only explore the logic of “supra-temporal” narratives, but also the logic of “spatialised” narratives. However, whether in the multiple “supra-temporal” narratives of space-time films or the “spatialised” narratives of historical dramas, both of them are based on the theory of “agenda-setting”, and through the latent representations of the times, they have touched upon and conveyed the profound spiritual crises of mankind and explored the possibilities of and made breakthroughs in their own development.

Abstract Based on the international communication environment and the regional features of the Yellow River culture, this paper analyzes its current status of translation and dissemination. It offers a multi-dimensional perspective on constructing strategies for the international ex_x005fpression model of the Yellow River culture. The goal is to enhance the influence of the Yellow River culture continuously, deepen the understanding of people from other regions about the culture, and provide theoretical guidance and practical directions for promoting the Yellow River culture.

Abstract The teaching level of English teachers significantly impacts students’ learning outcomes and overall development. The ongoing reform of university English courses has amplified the challenges faced by English teachers in vocational colleges. These challenges in_x005fclude insufficient professional team building, an incomplete theoretical framework for vocational English teaching, and a lack of in-depth understanding and innovation among teachers. Experimental evidence suggests that English teachers in vocational colleges lack adequate post-service education, hindering their ability to adapt to the evolving demands of teaching. Therefore, strengthening research on the teaching abilities of vocational English teachers is crucial for promoting the development of higher education.

Abstract Examining the national common language learning path through college students’ Chinese national community (CNC) awareness is vital, fostering cultural understanding, communication, and identity among diverse ethnic groups. In-depth study on enhancing university stu_x005fdents’ national common language competence contributes to a more harmonious society, strengthening national unity and identity. Simultaneously, it cultivates cross-cultural communication skills, providing a solid foundation for future endeavors. This article analyzes challenges in college students’ national language learning, focusing on CNC consciousness. Conclusions from a questionnaire survey experiment highlight six effective Mandarin learning paths: systematic course learning, self-learning, language partners, participation in language activities, watching media, and language tests. Nearly all surveyed 1000 students were satisfied, evaluations exceeding 90 points, averaging 92.3 points, indicating positive impacts of the proposed Mandarin paths.

Abstract In order to create a profound image of the city, enrich the spiritual needs of the public. For China’s current urban landscape con_x005fstruction is growing but ignore the space for the construction of “people” meaning, leading to the public for the phenomenon of lack of urban space identity, through the analysis of the city public art, the public art under the threshold of collective memory, and analyzes the influence of the urban collective memory construction mechanism, think it helps to enhance the public identity and urban space.

Abstract This article uses big data methods to evaluate the quality of innovative education in information technology and proposes optimiza_x005ftion strategies. Through mining and analyzing a large amount of data, we have obtained more accurate and objective teaching quality evaluation results and proposed corresponding improvement strategies. Firstly, through big data analysis, we have gained a deeper understanding of students’ learning needs, interests, habits, and performance, providing an important basis for optimizing teaching content and methods. Secondly, Using big data technology to build a teaching quality evaluation system can help us better understand and assess students’ learning situation and needs, achieving a combination of quantitative and qualitative evaluation, dynamic and static evaluation, and improving the accuracy and objectivity of teaching quality evaluation. Finally, by analyzing data related to teaching quality, we have timely identified existing problems and risks, and taken corresponding measures to effectively ensure the continuous improvement and enhancement of teaching quality.

Abstract In response to the national call for carbon neutrality, the GoClean team proposed the concept of “core helps double carbon, intelli_x005fgent future” and innovatively designed the EcoTrash ecological protection device. Based on STM32 main control chip, cloud database, pattern recognition and Internet of Things, the ecological management platform integrating ecological protection, intelligent identification, human-computer interaction and cloud database is realized, and the concept of carbon neutrality is integrated into the design and function of the product. EcoTrash uses embedded hardware for human-machine interaction and environmental monitoring, including temperature, humidity and pollution levels. The data is transferred to the database through the cloud, and then transmitted to the visual analysis platform for data analysis. The six parts include power supply module, main control circuit, wechat mini program, visualization platform, visual identification module and environmental monitoring and purification system. The main working process is that the power supply module provides power to the main control chip, connects the small program through the ESP8266-WIFI module, and uses the visual recognition module of the EcoTrash device to input garbage information and transmit it to the big data platform. Through this system analysis of the local environment, we are committed to promoting carbon neutral development, contributing to the realization of the “dual carbon” goal and promoting green and low-carbon transition development.

Abstract With the introduction of the new college entrance examination curriculum reform, career education in county high schools is gradually gaining recognition as an essential subject. Given that county high schools are responsible for nearly half of senior high students’ education in China, it is crucial to conduct specific studies on the development of career education, its implementation strategies, and effec_x005ftiveness. This article explores the research direction concerning talent cultivation goals, current development states, and breakthroughs in implementing career education within the context of national policies, college entrance examination reform, core accomplishments of high school students, and rejuvenation efforts in county high schools. Furthermore, by analyzing implementation results and policies along with highlighting the significance of career education, this article proposes various paths for implementing career education in high schools such as incorporating dedicated courses and clubs focused on careers or organizing class meetings centered around career themes. Additionally suggested are comprehensive practice activities related to career education. Finally, this article presents thoughts on school curriculum planning improvement teacher abilities enhancement, and expanding the influence of career education.

Abstract The cultivation of practical and innovative abilities for students majoring in business is an essential part of higher education. The article points out the problem of insufficient practical and innovative abilities among contemporary college students. With the teaching phi_x005flosophy of “integrating knowledge and action”, it puts forward views on how to improve the practical and innovative abilities of business majors from three aspects: teaching system, student independent practical innovation, and social practical resources.

Abstract With the rapid development of artificial intelligence technology, the public relations and advertising industry is facing profound changes. To meet this challenge, the industry needs to develop appropriate strategies and put them into practice. Pay attention to data privacy protection and establish strict privacy policy; review and adjust algorithms to ensure no prejudice and discrimination; guarantee the authen_x005fticity and quality of content, establish strict standards and strengthen audit. At the same time, establish a cooperation and communication mechanism to promote internal and external collaboration in the industry; strengthen staff training and cross-field talent training; and implement continuous monitoring and evaluation to adapt to the continuous development of AI technology. Through these strategies and practices, the public relations and advertising industry can better respond to the changes brought about by AI and create greater value for society and consumers.

Abstract Under the influence of the COVID-19 in 2020, China has opened the “first year of nationwide live broadcast”, also let many people open the live mode, at the same time, slow live gradually approached the public’s field of vision. Central video launched the Wuhan epidemic “Fire God Mountain” “Thunder God Mountain” hospital construction video broadcast will be slow live to the climax, followed by a new type of public opinion supervision - cloud supervisor The cloud monitor has become a new medium and a new product of public opinion monitor_x005fing. In the post epidemic era, the application field of slow live is gradually expanding, from the Perseid meteor shower slow live to a variety of cherry blossom viewing snow scenery slow live to the field of advertising live application, so that live present diversification, in the way of interaction with the audience, slow live has also become a way to promote the development of new ways of live economy, a new strategy for advertising

Abstract ”Dog Man” is a psychological drama film adapted by director Luc Besson based on real events. The film tells the story of the pro_x005ftagonist Douglas, who is hurt by his violent father since childhood and even imprisoned in a dog cage for several years. As he grows up, he can only accompany hundreds of dogs and is marginalized by society. After experiencing a series of setbacks from family, love, and society, he leads a group of dogs to seek revenge and resist those who have hurt him. The crime genre of the film hides anti-genre stories, and this article attempts to sort out the self-identity construction process of Douglas from the perspective of Lacan’s mirror theory.

Abstract In the context of the new media era, public relations can strengthen the staff’s sense of relationship. Based on this, the relevant staff need to seize the opportunity of the new media era to optimize the public relations of government and enterprises, to rationalize the relation_x005fship with the people, to build a two-way communication mode based on the new media, and to strengthen the modernization of the governance of public relations of government and enterprises.

Abstract People with higher education have been the most important and enormous group of online shopping all around the world, especial_x005fly university students. Therefore, this research intends to establish a perceived intention model to analyze the related factors of intention of online shopping in the light of Technology Acceptance Model (TAM). This paper managed sampling survey of Chinese students from Segi University in Malaysia. The essay leads to the research of the effects of selected variables: Perceived usefulness and Perceived Enjoyment may influence online shopping intention of university students.

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.

Abstract Art originates from life, and film, as a medium of artistic expression, showcases certain realities of life with profound metaphors. The film “Searching” portrays a father unraveling the true nature of his daughter through her digital world, emphasizing that human interac_x005ftions are primarily conducted online in this age. This paper examines the themes and significance of “Searching” through the lens of Marshall McLuhan’s key concepts. McLuhan’s views on media are significantly relevant to modern life, offering insights and research potential in an era where internet dependency is prevalent.

Abstract Since the dawn of humanity, technological advancements have continuously propelled the development of civilization. Each tech_x005fnological leap signifies the arrival of new cultures, phenomena, and trends. The invention of photography marked an unprecedented visual revolution, initiating the birth of image-based visual communication media. With the rapid development of digital technology, new media, represented by information dissemination, has emerged, profoundly impacting and transforming society. In the era of new media, the swift progress of digital communication technology has significantly impacted traditional arts such as painting, leading to the collision and integration of new artistic mediums and concepts with millennia-old traditional artistic ideas, resulting in profound transformations.