Research On Users Identification Of Meitu Xiuxiu Under The Paradigm Of Spectacle/Performance

In the photographic image APP,Meitu xiuxiu,as an early retouching software,has always been in the leading position.However,although it has a large number of users,the profit of Meitu xiuxiu is not optimistic.The low duration of users and low advertising value have been the key factors limiting its development.In April 2018,Meitu xiuxiu launched a new function of "MT" community,starting the transition from instrumental software to social platform.The main purpose of the transformation of Meitu xiuxiu is to attract users,increase user stickiness,and thus improve the business value of the entire platform.Therefore,this paper has great practical significance to study the user identity of the new version of Meitu xiuxiu.Spectacular/ performance paradigm is under the new media landscape of the birth of audience research theory model,it puts forward the concept of "spread the audience",think that in the context of media image in society,without exception,everyone became the audience,even if can't access to the firsthand information in person,can also learn from others indirectly related information.Moreover,this paradigm bases its research on "identification",believing that audiences will construct identification through imaginative self-representation in media.In this paper,on the theoretical framework of Spectacle /performance paradigm,through the method of participatory observation and in-depth interview,the behavior and psychology of users in community activities are analyzed,and how Meitu xiuxiu users construct their self-identity,group identity and cultural identity in the media performance is explored,in an attempt to bring some new enlightenment to the development of Meitu xiuxiu.In the first chapter in this paper,the concept of spectacle performance paradigm is expounded,and by using the paradigm to analyze the construction process of user identity of Meitu xiuxiu,it is concluded that Meitu xiuxiu users,as the spreading audience,will regard themselves as viewers and performers and continuously construct their own identity in the community through four cycle stages of media infiltration--daily interaction--performance--spectacle/narcissism.The second chapter analyzes the construction of Meitu xiuxiu users' self-identity,and concluded that users in the community to share information,video and image,to participate in activities to show themselves,and shows the ideal self-image and will be expected in other user interaction with the community,through the group or individual's assessment of himself and ideal self unification,complete identity construction.In the third chapter construct in the study of group identification to the user,it is concluded that the brand logo of meitu xiuxiu and the exclusive business card for community members,to help users clearly distinguish themselves from other groups in the presentation,the user when the performance by showing the logo for the existence of social consensus,to prove and determine their group membership.In addition,in the community,users will form different small groups divided by interest groups,geographical groups and opinion leaders based on the performance,and complete the construction of group identity with the deepening of group familiarity,similarity,trust and other emotions.The fourth chapter explores how Meitu xiuxiu users,as a sub-cultural group of selfie,construct the identity of selfie culture in the community,and concludes that the development of selfie culture itself and the aestheticization of daily life under the spectacle society bring great power to selfie users to construct the cultural identity.In Meitu xiuxiu community,the users will interpret and resist important social issues and digital technologies in the unique aesthetic and behavioral mode of selfie culture,so as to confirm the existence of their own culture,and the users will perform self-performance and supervise each other under the premise of abiding by the rules of the community,by maintaining the healthy environment of the community,the negative image of the selfie culture given by the society is challenged,and the recognition of the selfie culture is jointly established.Under the paradigm of spectacle /performance,it analyzes the users of Meitu xiuxiu from the standpoint of "identity",and finds that the users of Meitu xiuxiu and the platform of Meitu xiuxiu are not unilateral interests,but mutual achievements and mutual promotion.Meitu xiuxiu community provides users with the performance platform and interactive channels necessary for the construction of identity and helps users complete the construction of identity,so that users can gather into a united collective in selfperformance and self-identity realization,and jointly construct their own group and cultural identity in the community.In turn,the realization of user identity and the satisfaction of narcissism will further encourage users to continuously create high-quality content in the community,thus enhancing the attractiveness and communication power of Meitu xiuxiu platform.