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| 新浪微博平台男性美妆博主的自我呈现研究 摘 要 随着美妆视频和美妆消费的蓬勃发展，一大批美妆博主应运而生，他们充当着意见领袖，发挥着巨大的引领作用，同时，他们的商业价值也水涨船高。以“口红一哥”李佳琦为代表，“男性美妆博主”异军突起，并在潜移默化中俘获了大批女性用户，渐渐被大众所认可。男性和美妆之间固有认知的冲突使得“男性美妆博主”一出现就引起争议和讨论，“阴柔化”、“娘化”等字眼不断出现在公众视野。 但是，男性美妆博主却能力排众议，并且借助微博平台，通过各种方式进行着积极的自我呈现，逐渐获得大众认可，实现商业价值的提升。 针对这样的情况，本研究以微博平台为例，探讨男性美妆博主是如何进行自我呈现，以及呈现何种形象来获得女性用户喜爱和社会认同，进而提升自我商业价值。再通过探讨男性美妆博主自我呈现背后的驱动因素，进一步审视他们通过这样的自我呈现是否达到了目的，最后再给男性美妆博主们提出相应的自我呈现的对策，让他们可以更好进行自我形象管理，获得社会认同。 关键词：微博平台 男性美妆博主 自我呈现 RESEARCH ON SElF-PRESENTATION OF MALE BEAUTY BLOGGERS ON SINA WEIBO PlATFORM ABSTRCT With the development of beauty video and beauty consumption,a large number of beauty bloggers have emerged as they act as opinion leaders and play a huge leading role. At the same time, their commercial value has also risen.Represented by "the lipstick brother" Li Jiaqi,"male beauty bloggers" have emerged,and they have captured a large number of female users in a subtle way, and are gradually recognized by the public. The inherent conflict of cognition between men and beauty makes “male beauty bloggers” aroused controversy and discussion as soon as they appear,and words such as “feminine” and “motherhood” continue to appear in the public eye. However, male beauty bloggers have the ability to stand out from the crowd,and use the Weibo platform to actively present themselves in various ways,gradually gaining public recognition and realizing the improvement of commercial value. In this situation, this study uses the Weibo platform as an example to explore how male beauty bloggers present themselves,and what kind of image they present to gain the love and social recognition of female users, thereby enhancing their commercial value. By exploring the driving factors behind the self-presentation of male beauty bloggers,we will further examine whether they have achieved their goals through such self-presentation, and finally propose corresponding self-presentation countermeasures for male beauty bloggers so that they can better Carry out self-image management and gain social recognition. |
