A Study Of Body Narratives In Book Marketing Short Videos

In the age of consumerism and the rapid development of online communication media,the traditional publishing model is in crisis,and mobile short video platforms have become a new vehicle for book marketing and knowledge dissemination.As the main visual element,the "body" of the anchor transcends the "physical body" itself and becomes a sensual symbol carrying information and imagery through digital images,deeply intervening in the image narrative field.Although body narratives have enriched the form of publishing marketing and knowledge services,to a certain extent satisfying users’ needs for both aesthetic and functional content products,they also often put the cart before the horse in terms of form over content,sensation instead of thought,profit motive overriding knowledge sharing,and even vulgarity and ethics in order to gain attention and attract traffic,contradicting the essence of publishing products as public spiritual food.This contradicts the nature of published products as a source of spiritual food for the public.How to properly play the function of physical narrative to improve the quality of short video content for book marketing and to serve the development of the publishing industry and users’ knowledge acquisition has become an urgent issue to be studied.This article first analyses the current state of development of short videos for book marketing.The main producers include traditional publishing houses in the process of change and transformation,distribution agencies seeking breakthroughs and innovations,thriving book opinion leaders,and a large number of ordinary readers;the content types are very diverse and can be divided into core circle short videos and peripheral circle short videos according to their relevance to various aspects of book content;the main distribution platforms include Tik Tok,Kuai,bilibili and the channels of We Chat;the audience is wide and the market is rapidly expanding.The audience is wide and the market is showing a rapid expansion trend.Secondly,this article uses various theoretical perspectives to explain the body narrative in book marketing videos,arguing that its occurrence and development is due to the body shift of the narrative subject caused by the rise of visual culture;in the context of consumerism,the body as a symbol and commodity is bound to face excessive consumption;and it is undeniable that the body plays an important symbolic value,media function and communication kinetic energy in the social media field.Again,this article examines the body narrative of short book marketing videos,arguing that the body image in them belongs to the aesthetic reconstruction of knowledge dissemination,the production of identity belongs to the empowerment and authoritativeness of civilians,the immersive content experience brings about the body perception in them,and the social media-based body landscaping is easy to form hype and entertainment carnival.Finally,the article proposes a number of strategies to enhance the value of body narratives,including building virtual scenarios to create a sense of ’presence’ among audiences;realising diverse narratives of subjects to meet audiences’ diverse aesthetic needs;driving topic production to expand the reach of content;omniscient and omnipotent perspective narratives to present the connotations of books in a comprehensive manner;abandoning stereotypes and over-consumption of women’s bodies;and abandoning stereotypes and over-consumption of the female body.The book’s content is also presented from an omniscient perspective,and the stereotypes and over-consumption of women’s bodies are abandoned.In summary,this article draws on theoretical tools from disciplines such as narrative,communication and body phenomenology,and applies literature analysis,case study analysis and content analysis to conduct a more systematic and in-depth study of book marketing short videos on short video platforms such as Tik Tok,with a view to improving body narratives and contributing to the value of knowledge dissemination and the healthy development of the publishing industry.