Research On The High-end Construction Of Food Short Videos From The Perspective Of Consumerism

The rise of short videos has brought about changes in the information environment,cultural patterns and consumption landscape.In terms of food culture,the number of food bloggers has soared.Among the numerous short video dissemination with food as the theme,short video accounts represented by "MR Baibing" and "Da Logo" have met the entertainment needs and curiosity of the public by exploring various high-end restaurants and showcasing various expensive foods,and gained traffic attention.The consumerist ideology behind its food videos has been questioned by the industry.How is the high-end construction of food short videos carried out? What are the reasons behind its popularity? It is a concern of this research institute.From the material consumption of food to the high-end symbolic consumption,consumerism provides a theoretical analysis perspective.Based on the context of consumerism,this study explores the audience motivation for the popularity of high-end cuisine and the high-end construction strategy of food short videos,and examines the social trends behind this communication phenomenon.Through the analysis of the high-end construction process,it inspires the audience and consumers to face the impact of consumer society,be vigilant of the trap of consumerism,and cultivate a pro environmental attitude towards green consumption and sustainable consumption.This article is divided into five parts.The introduction section elaborates on the research background and significance of the topic,outlines the theoretical framework of this study,and proposes the research methods to be adopted;The first chapter mainly reviews the rise and characterization of consumerism communication phenomena in online consumerism and food short videos,and uses this as a theoretical perspective to examine the high-end construction of food short videos;Chapter 2 uses in-depth interviews to select representative fans of "MR Bai Bing" and explores the internal and external factors and the impact of consumerism on the audience’s attention to such short videos;The third chapter uses multimodal discourse analysis to study 145 discourse construction strategies of short food videos on Douyin’s "MR Baibing" account,and explains the high-end,contrast and consumption characteristics of its short food videos from three aspects of audio-visual symbols,narrative strategies and symbolic meanings,revealing the process of high-end construction of short food videos;Chapter 4 explores feasible paths for shaping and guiding healthy consumption concepts based on a rational examination of the popularity of "MR Baibing" and the changes in audience content consumption preferences.