Research on the Image of Female Food Bloggers on the Douyin Platform

School of Journalism and Communication, Shanghai University, Shanghai, 200040, China

^* Corresponding author. Email: 2016122612@jou.edu.cn

Abstract

As a new media form and a new way of information transmission, short video represented by Douyin has become an important carrier for the audience to use fragmented time for social and entertainment consumption. The short video circle is continuously subdivided, extending a large number of vertical contents, and food is one of the subdivision fields of the short video category. As the most image of food bloggers, female food bloggers account for a lot, and its image construction has become the main factor attracting attention. This research is based on the image construction of female food bloggers on the Douyin platform, explores the image characteristics of women food bloggers in the current short video industry, and studies the relationship between the reasons behind them and the social background, expanding the in-depth research on the topic of “food bloggers” programs. This paper is based on Goffman’s “Dramaturgical Theory”, and its theoretical framework comes from the “media user experience model” proposed by Chinese scholar Yu. It uses the content analysis method to construct the category and analyze the content of the sample video. It is found that although the Douyin platform provides a free and personalized space for the voice of the female group, the self-awareness of the female group continues to awaken. However, the appearance characteristics of female food bloggers image created in the current Douyin platform reflect the “pseudo personalized” online celebrity production under commercial capital. In the online social networking platform, women’s consumption is still the mainstream, and the task of awakening women’s consciousness and pursuing gender equality is still arduous.