A Study Of Male "gender Cross-crossing" In Short Videos

In recent years,the progress of Internet technology has promoted the emergence and development of emerging media platforms,of which short video is a typical representative.As the hottest video media platform at present,short video has captured the hearts of a large number of users with its advantages of diverse information content,convenient operation and simple visualization,including both content producers and content consumers.Facing the fierce competition of short video traffic,a group of male bloggers opened up new tracks.They attracted users' attention with alternative "gender anti string" performances,which has become a "gender spectacle" in the Internet.Male "gender reversal" has existed since ancient times.With the development of social background,cultural environment and media platform,male "gender countercurrent" has undergone new changes in performance content,motivation,image shaping and discourse practice,as well as new social problems.This paper selects male "gender countercurrent" bloggers with a high number of fans in short video platforms such as Tiktok and Kwai as the research object,takes text analysis and participatory observation as the research methods,and analyzes and summarizes the male "gender countercurrent" image shaping techniques from three aspects: Drama dimension,ritual dimension and language dimension.At the same time,the article systematically combs the discourse practice transmitted by men's "gender cross talk" by using the "gender drill" theory,gaze theory and relevant semiotic theories,and analyzes and explains the wrong orientation and development dilemma caused by men's "gender cross talk".The study found that the male "gender countercurrent" in the short video,as an entertaining way of performance,not only caters to the audience by shaping the female image,but also conveys the complex male standard thought and male competitive consciousness.With the intensification of traffic competition and the increase of the number of male "gender anti string" bloggers,the production of such video content is uneven and has a serious tendency of homogenization.Some bloggers even earn traffic by deliberately vilifying the image of women,resulting in the extensive consumption of gender symbols and the distortion and guidance of gender cognition.This paper aims to explore the media and gender issues through the male "gender countercurrent",a video type with prominent gender contradictions,so as to provide a new research perspective for the research of media socialization,help people deal with this social phenomenon rationally,and remind the public to be vigilant against the pan consumerism of social gender image.