Research On Content Production Of Er Geng Short Video From The Perspective Of Consumer Culture

As the most representative form of content consumption in the consumer era,mobile short video is becoming popular with the help of various factors,forming a fierce competition pattern in this industry.However,with the massive growth of massive content and the lack of highquality content,the professional advantages and market value of a group of original self-media short videos represented by "Er Geng" have gradually become more prominent,showing a positive development trend and showing unique characteristics.Representation of consumer culture.As a leader in the industry today,since its launch in 2014,"Er Geng" has gradually developed from a local media company in Hangzhou to a brand matrix with more than 40 content brands with a professional production and high-quality content layout.Content Eco Group,and become the head force of this industry.However,at present,in the related academic research,the research on the content production link of short video film and television art ontology is relatively weak,and most studies lack the connection with the real context.Therefore,in the current consumer culture environment,how "Er Geng" grasps the mass consumer psychology and the cultural characteristics of the times from the content text creation and meaning construction to achieve the balance between art logic and market logic is worthy of our inquiry.At the same time,the short video rooted and growing in the consumer culture soil,the production of consumer content conforms to the logic of the consumer society,but it also implicitly or implicitly derives some potential effects,we also need to rationally Scrutinize.This article discusses in depth the production of self-media short video content represented by "Er Geng" in the context of consumer culture.The paper is divided into four parts: The first part first introduces the overview of the production of Er Geng short video content,and demonstrates the representativeness of the case in this article And influence,and then comb the development of contemporary Chinese consumer culture,and further discuss the dialectical relationship between short video and consumer culture,and try to analyze the content production mode of Er Geng short video under the influence of consumer culture;the second part uses case analysis Method and content analysis method,from the perspective of narratology and film and television arts,etc.,to carry out a detailed interpretation of the topic selection planning,narrative strategy and audio-visual language of the short video of the case of "Er Geng" in this case,and analyze its external content Consumerization of creative techniques;in the context of consumer culture,in order to maximize the consumption value of content products,video text is the core of production,and the meaning of text symbol indication is the final direction of production,so further research found in the third part The various directional meanings of the "Er Geng" short video in the cultural consumption;at the end of this article,a rational review of the self-media short video represented by "Er Geng" is conducted,on the one hand,it attempts to summarize the "Er Geng" The enlightenment of video content production,on the other hand,points out the superficial significance of PGC short video under the influence of consumer culture,commercial over-intervention,image consumption alienation and other potential effects in order to fully grasp the current short video consumer culture pheno menon Promote the healthy and sustainable development of the short video industry.