The Discourse Power Construction of Male Beauty Bloggers and the Disciplined Female Audience from the Perspective of Body
Abstract
With the continuous development of online short video economy, the number of female consumers is also on the rise, among which many male beauty bloggers have joined the short video industry. With the female economy in full swing, some male make-up bloggers are trying to show their masculinity and reinforce female fans with mansplaining. The study, conducted on TikTok’s beauty blog Kaikai Next door, assessed whether his communication style reflected examples of male preaching from a body-theory perspective.The results indicate that Kaikai Next door’s evaluation of the female body continues to be influenced by the male-centric gaze, while male discourse perpetuates the idea of patriarchal culture. This statement elucidates the influence of women and the limitations they face, while simultaneously acknowledging their capacity for resistance. When KaiKai next door, a male beauty blogger, uses symbolic violence and the patriarchal ideology of women otherization to construct a male online image of himself by using female consumers, it results in the oppression of women’s living space and the bullying of women’s self-worth. However, the qualitative study of only one beauty blogger cannot describe the whole social situation, but this beauty blogger can reflect some gender problems that do exist in society. This study is committed to providing help and reference for promoting an equal society, resisting hegemonic rule and defending one’s own rights and interests.
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