Research On Self-Presentation Of Male Beauty Bloggers On Douyin Platform

With the rapid development of the short video industry,more and more beauty bloggers are using the internet to transform their professional skills into high-quality content and share it with their audiences,successfully attracting the public’s attention.Over the past few years,there has been a growing presence of men in the beauty industry.As a result,there has been an increase in male beauty bloggers on social media platforms,which has garnered significant attention from audiences.Therefore,based on the "self-presentation" theory,this study selected 25 male beauty bloggers on Douyin platform as research objects.Through in-depth analysis of the content characteristics and performance strategies of male beauty videos,this paper explores the multiple values they possess and the issues that need to be reflected upon when entering this field.For these issues,this article proposes some feasible solutions.In the first part,the concepts of beauty blogger and self-presentation are defined.Relevant literature is also reviewed and studied,and the writing ideas and research methods of the article are clarified.In addition,the innovative points and unresolved issues of this article are pointed out.The second part divides the self-presentation of male beauty bloggers on Douyin into two dimensions:personal basic information and short video works,and conducts content analysis to study their presentation features.The study found that the characteristics of the personal basic information dimension include a fashionable personalized symbol for the nickname,a mainly beautified real image for the profile picture,and a tag-like and interactive introduction.The features of the short video works dimension include exquisite packaging of visual elements,emphasis on visuality,primary use of original sound for auditory elements,and emphasis on communicativity.The third part of this paper studies the performance strategies of male beauty bloggers’self presentation on the Douyin platform.Research has found that the performance strategy of male beauty bloggers is mainly reflected in idealizing their bodies in performances,leading male beauty fashion;As an idealized opposite sex,it evokes emotional resonance among women.In misunderstood performances,male bloggers use "gender temperament reconstruction" to complete the performance under the "new front stage" in the beauty field;Use the created ’pseudo background’ to showcase your idealized character.In remedial performances,preventive remedial measures are prepared in advance by considering factors such as plot,drama class,audience,and cultivating the professionalism of the performance;And cooperate with the audience to remedy performance mistakes.The fourth part conducts content analysis and case analysis on the self presentation behavior of male beauty bloggers.According to the research,male beauty bloggers’self-presentation can have a positive influence on promoting a more comprehensive beauty video industry and addressing gender prejudice in male beauty.this implies that by enhancing the representation of male beauty bloggers,it is possible to facilitate the development of an inclusive beauty industry while tackling gender bias issues.At the same time,it exposes the practical problems of performance behavior imbalance driven by commercial interests and gender meaning resolution under consumerist discipline.In the fifth part,based on the previous analysis,this paper will discuss how to develop diversified breakthrough strategies from three perspectives:male beauty bloggers,Douyin platform,and the government.