Research On Gender Parody Behavior Of Male Beauty Bloggers In The "central Area" Scene

Mobile media has created a relaxed expression environment,in which short video has become a new development trend.By June 2019,the number of online video users in China has reached 759 million,an increase of 33.91 million over the end of 2018,accounting for 88.8%of the total Internet users;among them,the number of short video users is 648 million,accounting for 75.8%ofthe total Internet users.In the short video,male beauty bloggers are indispensable.They imitated women's language and actions,and became the teachers of women's beauty transformation.The appearance of male beauty is closely related to the media environment:Mobile media has created a "middle scene" where gender symbols can be displayed anytime and anywhere.In this scene,gender elements are mixed with each other,and male and female information realizes free interaction and circulation.Therefore,it can be said that "male beauty blogger" this emerging group is a brand-new research object with the significance of the times,and has an inevitable connection with the change of media environment.So,how does the media environment affect male beauty bloggers?In what ways do bloggers imitate women?And do these "imitation of women" represent gender equality and liberation?These are the research questions of this paper.Starting from the media environment,this paper first analyzes the motive mechanism of gender parody,and then presents the specific ways of male beauty bloggers to perform parody,and finally explains and criticizes the logic behind this phenomenon.Through interviews with 15 male beauty bloggers,it is found that the reason why male beauty bloggers perform gender parody is firstly the promotion of objective media environments.On the short video platform,multiple gender practices coexist,providing them with parody opportunities.Beauty bloggers are no longer an isolated purely commercial group,but are sharing talents at the industrial junction of the social media platform,commercial and cultural intermediary,and beauty salon and fashion consumption market.Secondly,subjectively,they love to share themselves.Beauty is originally their interest.In normal times,they also actively obtain beauty information and strengthen their group contact.Through the text analysis of 200 beauty videos of 8 male beauty bloggers,it was found that male beauty bloggers have used the external "dramatic" symbol and the internal discourse symbol to shape the performance-driven,business-driven and knowledge-driven gender parody.After analyzing the gender parody of male beauty bloggers,it is found that the"middle scene" created by mobile media,compared with traditional media,abandons a single gender judgment standard and makes the generation of gender more diversified and authentic,thus providing a possibility for gender equality.However,under the current commercial capital injection,it is still unable to achieve objective gender expression,and the gender image created by the media is still different from the reality.Male beauty bloggers are immersed in the economic benefits brought by shaping female images,and women are also lost in the media images created by bloggers.However,women still have a long way to go if they want to get rid of men's gaze and realize "substantial equality".