Self-presentation In Social Short Video

In the era of digital communication,the short video platform provides a stage for the general public to display themselves.The self-image presentation in the short video platform is based on the practice of multimodal texts such as images,text,sounds,special effects,and props.Based on the perspective of multimodal discourse analysis,an analysis sample library was established based on the self-presentation samples on the short video of “Douyin”.Combined with critical discourse analysis methods,supplemented by in-depth interviews,it attempts to explore the characteristics of self-presentation on "short video",its influencing factors,and the significance of cultural representation.Studies have found that when self-presenting subjects in short videos present themselves,they are mostly individuals,and women's self-presentation on social platforms for short videos is more active than men,and they tend to show their "body" through the lens.From the perspective of visual resources,the self-presentation in the "Douyin" short video has the characteristics of decontextualization,conceptual narrative,and careful modification.Through the multi-modal text,the self-presentating subject tries to show that "this is me" and "this is what I want".There is an ambiguous meanings of “becoming what you are”;the self-presenter prefers close-up shooting,staring at the screen,and head-up angles to capture the interactive meaning of personal intimacy,equal communication,and direct appeal.From the perspective of language resources,the self-presenting subject likes to use tags full of personalization and lyricism;the essay presented with the short video breaks through the traditional language and text norms,and strengthens the relationship with the viewer through a unique language style of Interactive communication.There are internal and external factors that influence short-video self-presentation.Self-presenters shaping ideal self-images and seeking group identity are the main internal factor."I show myself through the Douyin platform,so I am." The self-presentation form in short videos emphasizes physical display and performance,it constructs the daily life of the general public into a unique medium "spectacles".The external factors are mainly the two dimensions of technology and consumerism.Under the postmodernist trend of consumerism,the celebrity economy gradually develops.The body serves as a “symbol” of consumption,and aesthetics presents the primary “narcissistic” desire.The boundaries between "self-presentation" that should belong to thepersonal domain and the public domain are becoming increasingly blurred.It seems that the style of personal self-presentation is promoting his own "brand" to the society.In the short video,it is specifically expressed as "Follow me","Like me","Give me a comment",etc.;"Media is the extension of man".In the era of mobile Internet,the intervention of technology makes the self-presentation in short video a two-way co-construction of "consumer and producer".The self-presentation is reconstructed as an community of "self-presentation-he expectants”.The goal of self-presentation is self-identification.Self-identity in the "off-domain" space is swaying and confused.The self-presenting subject expects to be recognized by the group but is afraid of being categorized.The self-presenter constantly changes the label to eliminate this instability in the heart.The so-called "recording life" and "self-presentation" do not show the unique personality of the self,but have the trend of homogenization and assimilation.What needs to be vigilant is that the self-presentation constructed "spectacles" in turn disciplines the subject's self-presentation.And in the process of thinking of "free display",the self-presenter loses the individual's enthusiasm for pursuing himself and expresses his uniqueness.