Research On Female Fashion Communication Of Xiaohongshu,a Sociale-commerce Platform

China is in the process of transforming from a production-oriented society to a consumer-oriented society.The dominant position of women has been greatly improved,and the "other economy" has risen.In the new environment shaped by the global consumption culture and media ecology,women’s fashion has been incorporated into the logic of consumerism.From the perspective of communication science,women’s fashion communication has the function of reflecting and constructing the meaning or mode of social gender,and plays a very important role in guiding the social gender values.Xiaohongshu APP as an example,it attracts a large number of female users through the two channels of fun community and e-commerce.Women’s fashion is often spread and consumed as goods,commodities or symbols on the platform.In the fashion myth shaped by the consumer society,the physical problems are prominent,as the pillar of economic consumption,the individual psychological carrier and the social control strategy to serve the social reproduction.This article will choose Xiaohongshu,a new media content sharing platform focusing on "community + e-commerce",Mainly using the network ethnography method,Combining the text analysis method and the case study method,Based on Baudrillard’s critical theory of consumer society,fashion communication,fashion consumption and consumption,Studying the main types and cultural representations of the construction of female fashion symbols in the Little Red Book,To study the cultural mechanism by which female fashion is constructed and spread in the platform;at the same time,Taking women’s physical consumption into the examination field of view,Analyzing women’s fashion standards are subject to capital and commercial manipulation,And conduct communication and training through the mass media;Finally,to reflect on the phenomenon of female fashion communication and consumption in social e-commerce platforms,Analyze its impact and countermeasures.This article will choose Xiaohongshu,a new media content sharing platform focusing on "community + e-commerce",Mainly using the network ethnography method,Combining the text analysis method and the case study method,Based on Baudrillard’s critical theory of consumer society,fashion communication,fashion consumption and consumption,Studying the main types and cultural representations of the construction of female fashion symbols in the Little Red Book,To study the cultural mechanism by which female fashion is constructed and spread in the platform;at the same time,Taking women’s physical consumption into the examination field of view,Analyze how women’s fashion standards are subject to capital and business manipulation,And how to communicate and discipline through the mass media;Finally,to reflect on the phenomenon of female fashion communication and consumption in social e-commerce platforms,Analyze its impact and countermeasures.As a social e-commerce platform,Xiaohongshu not only meets the social needs of women such as sharing,interaction and consumption,but also serves as a visual media to carry fashion content,produce,guide and promote fashion,forming a unique fashion and cultural consumption system.Through research,it is found that women,as the main users of social e-commerce platforms,are regulated by fashion in the myth of fashion weaving.While pursuing the consumption of fashion symbols,they also have a tendency to capitalize their bodies.In view of the problems existing in women’s fashion communication on Xiaohongshu platform,this study puts forward suggestions for women’s fashion communication and consumption on social e-commerce platforms,hoping to help women avoid the influence of consumerism in fashion,shape a reasonable fashion taste,maintain the internal and external balance of the body,and shape a healthy and quality lifestyle.