A Study On The Circling Of Fashion Short Videos

According to the 51 st Internet report,as of December 2022,the scale of short video users in China exceeded 1 billion for the first time,with a user utilization rate of 94.8%,in this context,the huge user group of short video has created a new "virtual community" online,and the community of different groups represents different circles,in which Different groups of communities represent different circles,and the size of the power of the discourse in the circle forms the hierarchy.The "interesting edge" not only connects the relationship within these circles and becomes the basis for dividing the hierarchy,but also reflects different tastes and fashion,and constructs a new order of fashion communication in the short video platform.In this paper,we take the short video of cross-dressing as the research object to explore the problem of the circling of fashion short videos.Using fashion communication theory,the research is conducted with the help of participant observation and in-depth interviews,and the top 100 videos in terms of hotness are selected for specific analysis,trying to capture the characteristics of new social relationships in online society.The study found that in the process of forming a circle,fashion short videos represented by drag short videos have the structural characteristics of "layer within a circle" and "circle within a layer",and the environment within the circle is highly inclusive,while showing three different ways of association,firstly Firstly,"interesting edge" is the main connection point;secondly,under the role of "area" page,algorithm pushing and other mechanisms,through "local edge" to create users’ " Finally,this paper also found through interviews that in the background of netflix economy,many users will complete the circling process through "industry edge" based on their common professional demands.But no matter which way it is,the interaction within and between circles is closely related to "fun capital".One is that the evolution of technology has given each user the opportunity to create and follow fashion,which has greatly increased the speed of fashion dissemination,and different people have gathered under different "fashion" preferences,which has become an opportunity for the formation of circles.Secondly,contemporary society is permeated by the logic of consumerism,and short fashion videos under the operation of capital are given the meaning of "conspicuous consumption",which brings about the differentiation of "taste" and gives rise to different circles.Although the users in the circle can complete the construction of self-identity and bring psychological satisfaction through an equal and free environment,the circling of short fashion videos can also cause aesthetic dilemmas in society and even individual self-lost.