Research On Short Video Of Online Entertainment In The Context Of Consumer Culture

Consumption culture initially introduced by western countries.With the development of our Chinese society,the culture of consumption culture is nfluencing China gradually in many aspects of social life.At present,the concept of consumption in China has gradually shifted from the traditional concept of consumption to a new concept of consumption already.Moreover,the role of consumer culture is also gradually transformed into “symbolic consumption” instead of the “functional consumption” any more.Moreover,the role of consumer culture is also gradually transformed into “symbolic consumption” instead of the “functional consumption”any more.Under the support of advanced science and technology,the development of new media is even more powerful.People are surrounded by an ever-increasing stream of bubble-like information,and online entertainment is one of them.As a rookie in the era of mobile internet,network short video could be described as an all-powerful phenomenon,which spreads in individual's fragmentation time due to its advantage—short time.2016 was called the first year of online short video.With its advantages,online short video expended the internet market,attracted users and enriched the forms of network entertainment quickly.As a result,online short video successfully seized successfully a large share of the Internet market.Such popular short video forms,pan-entertainment short videos are favored by users due to their wide range of content elements,humorous expressions,and relaxed and cheerful decompression methods.At the same time,this kind of fast-food short video consumption gradually changes the way of individual's daily life and also their attitudes toward consumption concepts and consumption behavior.The network short video is developed rapidly under the boost of advanced network technology.Nowadays,the prevalence of consumption culture is also closely related to online communication.As a recreational cultural commodity,online entertainment short video is guiding the public to consume their recreation symbols.This article will put online entertainment short video in the context of consumer culture,starting from the grassroots,through development and innovationgradually formed a brand,with some influence on the entertainment short video produced by Hexiangufu Culture Communication Co.,Ltd.,for example,combined with Hexiangufu network entertainment The process of production and operation of short video,in-depth research and analysis of its content selection and presentation methods,in order to attract users,improve user stickiness,entertainment short video creators for content selection "excellence",multi-entertainment,funny,ironically even vulgar content boils down traffic.In the environment of consumption,the media creates continuously new desires and demands.Gaining profits is the main purpose for short video creators,and consumers gradually become fans of symbolic consumption.Through the analysis of Hexiangufu's works,the article focuses on the explanations.The consumer culture representation of online entertainment short video deeply examines the consumption culture phenomenon and summarizes the shortcomings and negative impacts of short video content on online entertainment.In the situation where the content of the network is mixed,the short video of online entertainment should realize its own ecological dissemination and development through continuous innovation and optimization of content and form,correctly understand the consumption culture,guard against the further infiltration of consumerism,and realize the healthy spread of short video of online entertainment.