Research On The Phenomenon Of "Qiafan" Of Vloggers From The Perspective Of Self-Presentation

In today's society,the rapid development of 5G,accompanying with the return trend of long video,brings more imagination space to mass media and marketing.With characteristics of authenticity and personalized,Video Blog(Vlog)has not only become the preferred medium for individuals to record their lives and conduct video social contact,but also becomes an effective tool for individuals to gather fans and create"self-brand".Starting from shooting the daily life,various internet celebrities turn into Video Blogger(Vlogger)to accumulate fans and get attention,then turn traffic into capital through the "fan effect",and finally realize the content monetization,which is called "Qiafan".The extensive use of the form of Vlog and the excavation of commercial value reflect not only the audience's recognition and acceptance of this emerging video format and its content,but also reflect people's increasing desire for expression and performance in the age of visual images.This research is based on Goffman's drama theory.After analyzing the "Qiafan"video,it is found that the so-called "Qiafan" is actually a performance in a certain sense:in the "Qiafan" video,the brand's requirement is the "script";in addition to the role of an "actor",video bloggers also need to write and direct themselves;fans of video bloggers are no longer passive receivers of information,but can actively detect business cooperation information and cooperate Members of the "drama class" performed by the blogger,the two parties jointly completed a carnival in the context of "Qiafan".Voggers creating a true,credible and unified self-image is a prerequisite for"Qiafan" to achieve ideal results.A successful "Qiafan" is inseparable from the accumulation of capital obtained by the blogger in other videos:the daily video sharing of life can be seen as the Vogger's active performance of the "front desk" under unpaid"emotional labor",In order to increase their own social currency capital;expressing or implying business cooperation information is the "side-stage" behavior of video bloggers that previously hidden business cooperation information in the background,and the Vogger's honest and credible image is thus constructed;dialogue with fans that involves "self-disclosure" allows fans to see some "backstage" scenes,accelerates the formation of recognition and trust between fans and Vloggers,and accumulates trust capital for the next successful "Qiafan".This article uses a total of 190 commercial cooperation videos from 10 Vloggers on the video platform Bilibili from January 1st to December 1st,2020 as a research sample.After coding and analyzing them,the author summarizes the characteristics of"Qiafan".Then,through the focus group interview method,these characteristics will have a direct impact on fans' attitudes towards "Qiafan"."Contract violation" is the main reason why fans have negative emotions towards "Qiafan" behavior.Through the combination of the two elements of "internal drive" and "transparency and disclosure",three strategies that video bloggers can use to enhance "realism" and put forward suggestions on how to create a "sense of value" in "Qiafan",and take a "sense of measure".