Research On Conspicuous Consumption Phenomenon In Short Video Social Context

The development of media technology provides technology and platform for the spread of conspicuous consumption,the contemporary social groups contact and enter into the corresponding circle of social scene,released in the interactions of the members within the spheres of social need and get the satisfied,influenced by social scene short video at the same time,the will of the conspicuous consumption and social.Short video social scene connects social and consumption,making conspicuous consumption more in line with the will preference of contemporary social groups to attract eyeballs.Taking TIKTOK platform as an example,high-end and high-priced content that follows the trend of consumption frequently appears in social media,presenting the phenomenon of conspicuous consumption.Through combing past literature and participatory observation of TIKTOK platform,this paper studies conspicuous consumption phenomenon in short video social networking scene from five aspects: characteristics,external motivation,internal motivation,influence and strategy.It is found that in terms of the characteristics of conspicuous consumption,conspicuous consumption in short video social scene presents unconsciousness in social scene,hedonism in extensive entertainment and symbolization in platform construction.In terms of motivation,the propagation characteristics of short video platform itself,the fan economy in social network and the empowerment of technology as the external motivation of conspicuous consumption promote its development,while individual self,relational self and collective self as the three levels of self-construction become the internal motivation of conspicuous consumption.In terms of influence,conspicuous consumption in the social scene of short videos leads to excessive consumption,which encourages the alienation of individual values and pollutes the social atmosphere.In terms of strategies,this paper puts forward suggestions on the regulation of conspicuous consumption from three perspectives: government departments,mass media and users.While promoting economic development,the spread of conspicuous consumption is also harmful,which needs to be treated cautiously and rationally.