少数民族网红短视频的审美特性

The Aesthetic Characteristics of Short Videos of Ethnic Minority Internet Celebrities

媒介环境的交互性、媒介平台的商业性、媒介产品的消费性及媒介文本的审美性相互叠加,使网红成为这个时代最具热点效应的媒介景观与审美现象。少数民族网红,因其“民族性”而使其短视频具有特有的审美意涵。一方面,民族的审美性与媒介的商业性成为其运行逻辑;另一方面,民族的日常性与审美的综合性成为其美学特性。在媒介产品、媒介文本日益多元的社会场景下,只有不断提升少数民族网红短视频的审美效果,才能更好地推进各民族线上线下的交流交往交融在审美意义上的不断深化和升华。

Because of the“ethnicity”,the short videos of ethnic minority Internet celebrities have unique aesthetic connotations.On the one hand,the aesthetics of ethnicity and the commerciality of the media are the operation logic.On the other hand,the everydayness of ethnicity and the synthesis of aesthetics are the aesthetic characteristics.In the social scenario where media products and media texts are increasingly diversified,only by continuously improving the aesthetic effect of the short videos of ethnic minority Internet celebrities can we better promote the continuous deepening and sublimation of the communication and interactions between ethnic groups online and offline in the aesthetical significance.First of all,the audience-segmentation nature of the network and the consumption of information lead to the popularity of ethnic minority Internet celebrities.The essence of“influence”is the“popularity”of media products in the consumption dimension,which means,the degree of popularity is also the degree of“influence”.It should be especially emphasized that in the age of social media,the masses have been transformed into a segment or even a niche,so the“influence”of Internet celebrities has become a de facto segment or niche.Under this logic of communication and consumption,the short videos of ethnic minority Internet celebrities made its debut.The settings of likes,comments,rewards,live streaming and e-commerce links also make it easier to quantify the dissemination effect of the short videos of ethnic minority Internet celebrities,and the aesthetic expression more prominent from their transformation.In addition,the aesthetics of ethnicity and the commerciality of the media form the operation logic of the short videos of ethnic minority Internet celebrities.In terms of the social operation of aesthetics,the short videos of ethnic minority Internet celebrities transmit people s daily lives through the media,changing the top-down construction of aesthetics in the traditional media era to a bottom-up construction of aesthetics and the construction of a new aesthetic“daily life”.This aesthetic is not only the content of ordinary people s daily life,but also integrates into ordinary people s daily life in the form of information consumer products.It could be said that whether from creativity to production,or from consumption to monetization of traffic,the short videos of ethnic minority Internet celebrities have the double logic of aesthetic and consumption.Furthermore,the everydayness of ethnicity and the synthesis of aesthetics are the aesthetic characteristics of the short videos of ethnic minority Internet celebrities.Through the combination of daily life and interesting aesthetics,the grassroots and popularized aesthetic taste of the short videos of ethnic minority Internet celebrities gradually replaces the elegant taste of traditional video.The daily narratives of ethnicity replace the grand narratives presented by traditional videos in relation to aesthetic performance.In the context of personal or product consumption,the production of meaning becomes generalized,and indicators such as likes,shares,comments,views and followers become important criteria for evaluating short videos of Internet celebrities,so the aesthetic meaning has been weakened.Therefore,this paper proposes that the development of the short videos of ethnic minority Internet celebrities should not stand still around short,fast and general low-level,fragmented entertainment aesthetics,but need to realize the transmission of ethnic daily life in the aesthetic sense through the artistic composition of the picture,the relationship between the pictures,and the comprehensive use of the picture color,line and other ways with deep aesthetic and art characteristics.