How "She-economy" Is Communicated On New Media ?

"She-economy" is the word that rises in the age that Internet and finance rise synchronously.This concept represents the amazing consumption power and economic imagination of the "She" group.The rise of "her economy" means that in the field of consumption,women become the most concerned object of the capital discourse system and the central link of consumption.Promoting the upgrading of her economy and expanding the demand in her field can bring huge profit space to the enterprise.The development of "she-economy" is closely related to the background of the current consumer society.With the development of modern visual media,consumerism has liberated people's consuming desire and body to carry out consuming behavior.The body has become more free in the consumer society,and has also become a media stimulus symbol of great concern.The female body is a theme emphasized both in the traditional cultural system and in the field of modern consumption,and the implication and discipline of modern consumerism on the body and beauty,more so that the female pursuit of beauty into the body of every part of the embodiment."She-economy" is different from the subordinate nature of female consumption in the traditional male-dominated society.It does not emphasize the service of "agency consumption",but focuses the object of consumption service on itself,showing the characteristic of pleasing oneself consumption But under the invisible control of capital,the so-called "self-pleasing" behavior is to achieve self-identity and self-pleasing through consumption behavior.From the perspective of consumer culture,this paper sorts out the gradual relationship between consumer society,female consumption and "she-economy",and interprets the logic of assigning symbolic value to goods in consumer society in order to promote the sustainable operation of production system And how China can absorb Western ideas in the process of globalization and thus move into a consumer society.In this context,the paper discusses the female consumption and the rapid development of "she-economy" in China,emphasizing the catalysis of network technology and new media to the "she-economy" boom.Then we focus on the field of analysis in cyberspace,and observe how the commercial media,dominated by the logic of capital,discipline women through the discourse system of media in order to promote her consumption.The article found that capital uses the media to promote brand value,create ritual marketing and spread consumerism culture,objectively creating a lot of nihilistic consumption demand,stimulating women's consumption desire,wears away women's resistance in real life.Surrounded by a large number of consumption symbols,we are all induced by the media,but why do women become the object of capital anchor? In order to find out the internal reasons,the author analyzes the relationship between shopping and consumption behavior and "she" from the perspective of gender culture and body culture.Finally,the article reflects on the negative influence brought by the phenomenon of media advocating close to women's psychology and focusing on women's issues,and points out that the interpretation of gender culture by the media language incorporated by consumerism is not accurate,even biased,can not solve the reality of women's plight,but increased the public space of the opposite gender emotions,adverse to the dissemination of equality.The concept of "she-economy" is composed of female value,female pursuit,female thinking and female predicament.Behind it,there are many realistic factors such as economy,culture,society and so on.Starting from the perspective of consumer culture,this paper puts forward a superficial reflection on the problems of this era,hoping that more people can see the struggles of women's creativity and awakening consciousness under the control of capital,bring more perspectives to the discussion of this topic.In turn,it has made small Operability efforts to promote healthy consumption in society and to achieve true equality,respect and mutual love.