Genger Performativity:Research On The Social Media Image Of Male Beauty Bloggers In Bilibili Platform

Driven by the vigorous development of beauty video and beauty consumption,a large number of beauty bloggers emerge as the times require.They play a strong role of commercial value and leading model.As a new professional group,“male beauty blogger” has begun to be recognized by people with the sudden rise of “king of lipstick”Li Jiaqi,and it gradually changes the gender concept of society.The inherent cognitive conflict between men and beauty makes the appearance of male beauty bloggers cause controversy and discussion.In the face of uncertain communication market,how male beauty bloggers show themselves in social media and what image they present become the topic of this study.By exploring the driving factors behind the image positioning of male beauty bloggers,we can further examine the group effects and social impacts they bring in the process of media communication.In this paper,the videos of 20 male beauty bloggers in bilibili are sampled and 200 beauty videos are selected as research samples.The content analysis method is used to code and analyze the video packaging,blogger's appearance,behavior discourse and video content,and the semantic expression and behavior significance of male beauty bloggers in the video are deeply explored through text analysis.After statistical induction,the author finds that the image of male beauty bloggers in social media includes: good-looking and young boy image,female role-playing image,evaluation recommended leader image and professional beauty master image.Then the author chooses 10 male beauty bloggers for in-depth interviews.Based on the theory of“gender performativity”,we find that their personal characteristics,original family,team operation,fans consumption and other factors will affect their personal imagepositioning.The appearance of male beauty bloggers brings diversified male images to the society,breaks the public's single cognition of traditional male images,and reflects the feminine trend of male aesthetic trend.In the process of male career choice,the segregation caused by gender is gradually dispelled.But at the same time,we should also guard against the image alienation caused by excessive consumption and the domestication of male body by aesthetic standards.