视频网站女性时尚形象呈现的特征和优化——基于B站2021年女性“百大UP主”的视频内容分析

The Characteristics and Optimization of Female Fashion Image in Video Website:Based on the Video Content Analysis of"Top 100 Female UP Masters"in 2021

视频网站为女性时尚形象的呈现提供了良好的平台。通过对B站2021年度女性“百大UP主”的视频内容分析发现,女性时尚形象分为三个层面:在外貌妆容层面,呈现出作为审美客体的美女形象;在生活方式层面,呈现出享受生活的洒脱形象;在思想观念层面,则呈现出被消费主义影响的事业女性的形象。这是马克思主义妇女观的传入和发展、消费主义文化的盛行以及媒介技术的发展综合作用下的结果。视频网站在呈现女性时尚形象时,建议做出以下几个方面的优化:走出男权的视域,塑造丰富的女性形象;宣扬符合社会主义核心价值观的生活方式;避免过度商业化,注重公益性。

Through the statistical analysis of the video content of women UP in the 100 UP hosts of Bilibili in 2021,it is found that the fashion image of young women presented by Bilibili can be divided into three levels:at the level of appearance and makeup,it presents the beauty image as an aesthetic object;in the aspect of life style,it presents the free and easy image of enjoying life;and on the ideological level,it presents the image of career women affected by consumerism.This is the result of social progress and openness,the development of media technology and the prevalence of consumerist culture.Bilibili can make some optimization from the following aspects:to get out of the male power perspective,expand the richness of the female image,promote the life style in line with the socialist core values,avoid excessive commercialization,and pay attention to public welfare.