Research on the Image Shaping of Male Beauty Bloggers and the Influence of Gender Attitudes under the Dramaturgy Theory

Abstract

In today's fast-paced digital landscape, beauty-focused short videos have garnered considerable attention across various industries. The significance of these videos is increasingly apparent because they reflect changing trends in beauty aesthetics. Male beauty bloggers have recently risen to the forefront, taking advantage of their gender, to create a unique image unlike previous industry trends. This new media phenomenon has caused a large-scale, long-lasting, complex shift of the cultural beauty industry. The emergence of male beauty bloggers has not only brought about changes in information acquisition but has also subtly changed the perception and attitude of the whole society towards gender. This paper synthesizes the research methods of qualitative and quantitative analysis to analyze the image shaping of male beauty bloggers on new media platforms. The questionnaire method is used to investigate and analyze the psychology of their audiences, and to explore the gender attitudes reflected in the audience psychology. It is found that the image of male beauty bloggers contributes to the change of gender attitudes of young audiences and reflects the progress of larger shifts in society. Behind this phenomenon, more thoughts about media, culture, and gender equality are worth exploring.