The Construction Of The Concept Of “New Consumption”by We-media Short-video “Yitiao”

Against the historical background of the gradual increase in national per capita income,continuous supply-side structural reforms,and the continuous development of new media and new technologies,new business formats and new models driven by digital technology promote the upgrading of Chinese residents' consumption,and new consumption concepts nurture a new consumption culture.The new phenomenon of consumption has created new social changes,and our country has now entered a new consumer society.As one of the main channels for people to obtain information,we-media short-video plays an important role in advocating new consumption concepts,shaping new consumption values,disseminating new consumption culture and guiding new consumption behaviors.Based on the intersection of consumer economics and communication,this article selects we-media short-video " Yi Tiao" as the research object,uses Media Framework Construction Theory,combines quantitative empirical and qualitative analysis of communication research methods,based on consumer economics The three elements of consumption activities,such as "consumer subject,consumer object and consumption scenario",Exploring the construction and representation of " Yi Tiao" to the concept of "New Consumption",and further analyze its construction of new consumer subject,new consumption object and new consumption scene on this basis It also summarizes the construction model of " Yi Tiao" for the concept of “New Consumption” in order to provide reference and enlightenment for the new consumption construction of we-media short-video.There are seven chapters in this article.The first chapter is the introduction,which introduces the research background of the selected topic,the summary of the research status,the research significance and innovation,the definition of related core concepts,and the research content and methods;the second chapter is the concept of " New Consumption " The ideal picture and realistic dilemma of new consumption,the conditions for the generation and development of new consumption,the difference between new consumption and traditional consumption,and the characterization of new consumption,to outline the ideal picture of new consumption,and analyze the new consumption from three aspects The real dilemma faced by consumption;Chapter 3 is based on the theory of media frame construction,which analyzes the " Yi Tiao" of video and advertising content respectively.Among them,the video frame is divided into video production and content frame,and the advertising frame is divided into advertising information frame and advertising word frequency frame.Based on the analysis of the content frame of "Yi Tiao",it is concluded that "Yi Tiao" has an effect on the concept of "New Consumption".Construct representation;Chapters 4,5,and 6 of this article will start from the definition of the concept of " New Consumption" in this topic,based on the threeelement analysis framework of consumption activities,analyze and analyze the three aspects of consumption subject,consumption object and consumption scene respectively.Summarizes the two construction methods of "Yi Tiao" for new consumption subjects,two construction strategies for new consumption objects,and two construction paths for new consumption scenes.Chapter 7 summarizes the new consumption construction model of "Yi Tiao" on the basis of construction methods,strategies and paths,and from this,considers the enlightenment of "Yi Tiao" to the concept of "New Consumption" constructed by we-media short-video.,As well as thinking about the "Yi Tiao" of thinking about breaking through the real dilemma faced by the development of new consumption,so as to provide relevant reference for the construction and guidance of the concept of "New Consumption" by new media and to promote the development of new consumption.