Research on the Visual Representation of Little Red Book's "New Chinese Style" from the Perspective of Platform Cultural Production
Abstract
This paper examines the visual representation of "New Chinese Style" on the Xiaohongshu platform by drawing on theories of simulacra, the society of the spectacle, and media framing. In recent years, Xiaohongshu has become a key site for lifestyle sharing and aesthetic trends among young Chinese users, where traditional cultural elements are increasingly blended with digital visual practices. The rise of the "New Chinese Style" reflects both the popularity of national aesthetics online and the influence of platform-driven modes of cultural production. The study reveals that although the visual style embodies young users' emotional identification with traditional culture, it is increasingly shaped by platform mechanisms into a highly templated, commodified spectacle. The findings highlight how digital platforms re-encode cultural symbols and how youth users navigate the tension between cultural revival and algorithmic regulation in their visual expressions.
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