| Food exploration can be seen as a service behavior that has developed with the continuous opening of the market economy in China and the increasing material life needs of the people.In recent years,with the development of social media platforms,short videos of food exploration have gradually occupied the public’s attention.Bloggers sharing their consumption experiences of a certain restaurant or food have gradually attracted attention to the influence on the consumer behavior and cognition of the viewers.The article focuses on the short videos of food exploration on the Douyin platform,selecting 20 Douyin bloggers’ short videos of food exploration,and analyzing their video content through text analysis research methods.It also records the daily interactions between these short video bloggers and audiences through participatory observation,and randomly selects audiences for semi-structured interviews to investigate the entire process of the Douyin platform’s food exploration short videos,from image creation,dissemination to the construction of the landscape,in order to analyze how they implement invisible and gentle control over viewers in the context of consumer society.The article’s train of thought is as follows:The first chapter,’The Evolution of the Presentation of Food Exploration in Media,’takes the changes in the media environment as its axis and longitudinally sorts out the representation of food exploration behavior in different periods.From food programs on television to the current popular short videos of food exploration,the core issue of such programs has always been to seek and share food consumption experiences,and this behavior has gradually shifted from scattered individual experience sharing to a large-scale and professionalized approach under the promotion of information technology,forming the main way of providing food exploration short videos and dining consumption experiences.The second chapter "Representation of Foodie Short Videos" analyzes the content selection,creative techniques,and narrative styles of foodie short videos based on the text of the videos.Firstly,in terms of content selection,it summarizes the preference of this type of video for regional and hometown culture,curiosity and unfamiliarity,and daily life elements.Secondly,in the section on creative techniques,it summarizes the immersive sense of presence created by foodie short videos in terms of visual and auditory effects.Finally,in terms of narrative styles,it mainly summarizes three ways of storytelling: the "consumer idol" who shows off their consumption experience,the "check-in tourist" who explains their novel dining experience to the audience,and the companion who creates a virtual sense of presence and shares "three meals a day" with the viewer.The third chapter "Landscape Critique of Gourmet Detective Shop Short Video" analyzes the essence of constructing viewers’ daily life in the process of production and dissemination.According to the theory and logic of Guillermo de Bois,the separation of image and reality,the influence of construction of symbolic meaning on the viewer’s consumption choice,and the upward and downward flow of visual cultural consumption arouse the viewer’s desire for consumption experience apart from daily life experience,this paper explores how the landscape realizes its domination over the viewer’s daily life.Finally,the paper emphasizes the dispelling of the definition of the viewers’ daily life and the subversion of the content producers’ personal experience and content production logic.By dissecting the content elements of foodie short videos,the article analyzes the nature of landscape in foodie short videos,and finds that extreme symbolic consumption has replaced people’s real consumption choices.A large number of landscapes have constructed people’s daily lives,making short video viewers lose their ability to judge and choose food,and even lose their power to interpret and define their daily lives. |
