Aesthetics of Women: A Visual Rhetoric Study to Short Videos about Beauty & Makeup

Abstract

With the diffusion of digital intermediary platforms in the media space, platform technology has brought revolutionary changes to cultural and creative content, which has spawned new categories of creative workers, such as online celebrities. Such creative workers who rely on mental, spiritual, and emotional labor as the core in cyberspace have realized the labor upgrading from "digital odd jobs" to "digital spiritual jobs". Then it is worth pondering over how platform capital will achieve ideological control of digital flexible labor through hidden labor control. At present, there are a lot of research results on digital flexible technology, but the research results from the perspective of journalism and communication lack systematic theoretical elaboration. This article hopes to start from the local practice, and put the emerging communication phenomenon of digital flexibility in China in recent years into a specific social and historical stage scenario for investigation. Especially in the current situation, with the rapid development of short video, live broadcast and other digital cultural services, as a flexible force among short video producers, female short video producers not only focus on the general characteristics of the current digital smart groups, but also build on gender issues and femininity, Through the analysis of female short video producers, we can examine the survival status of digital workers from another dimension: on the one hand, we will conduct a more systematic investigation on the short video creative workers, a digital flexible worker group; On the other hand, from the perspective of visual rhetoric, we can understand how the female groups that were ignored or even deliberately suppressed in the past traditional society rose in the modern network society, gradually formed the network female group, and have female expression ways, and explore the development trend of the future female group in the network space and how to guide the female group more effectively and normatively.