消费主义背景下视频博客中的身体传播研究

A study of Body Communication in Video Blogs in the Context of Consumerism

视频博客是人们记录自我的方式,也是分享和刺激消费欲望的手段。作为视频博客视觉主体的身体,在日常生活记录和展演的背后,隐藏着物质消费和精神消费,塑造着新的媒介视觉秩序。在消费主义背景之下,通过身体传播理论和消费社会理论,探讨媒介技术迭代下身体形态的演进规律,剖析商业资本刺激身体欲望生产的本质,具有重要的实践价值。作为消费社会载体的身体,呈现出真实与虚拟、显性表达与隐形消费、治愈功能与焦虑传播等多重特征,因此聚焦新型身体景观所建构的网络消费新生态,研究视频博客中的身体传播策略,有利于建构更加健康向上而有活力的媒介景象,也可以引导受众厘清身体景观背后的商业动因和运营逻辑。

Vlog is not only a way for people to record themselves,but also a means to share and stimulate the desire to consume.As the visual subject of vlogs,material consumption and spiritual consumption are shaping a new media visual order which hidden behind the daily life records and performances.Under the background of consumerism,discussing the evolution law of body form driven by iteration of media technology and analyzing the essence of commercial capital stimulating physical desire based on the theory of body communication and consumer society,have important practical value.As a carrier of consumer society,the body presents contradictions such as the contrast between real and virtual,explicit expression and invisible consumption,healing function and anxiety transmission,etc.,so focusing on the new ecology of online consumption constructed by the new body landscape and the law of body communication in vlogs,is conducive to building a healthier and more dynamic new media landscape,and can also guide the audience to clarify the business motivation and operation logic behind the body landscape.