美妆短视频的消费文化表征及批判性反思——以“小红书”为例
The Consumption Culture Representation and Critical Reflection of Short Video Makeup—A Case Study of “RED”

美妆短视频作为女性受众相当广泛的垂直领域，不仅展示了多样化的化妆技巧和时尚潮流，更在一定程度上塑造了一种独特的消费文化。文章选取了商业气息较浓的小红书平台作为研究对象，通过对小红书整体媒介生态进行分析，尝试对其呈现的消费生态进行描绘；从符号呈现和意义指向两个方面拆解美妆短视频的消费文化表征，最后对短视频时代的消费文化进行批判性反思，以期构建更为健康的网络生态。
Beauty makeup short videos, as a widely popular vertical field among female audiences, not only showcase a variety of makeup techniques and fashion trends but also shape a unique consumer culture to a certain extent. This paper selects the commercially flavored RED platform as the research subject, aiming to depict its consumer ecosystem through an analysis of RED’s overall media ecology. The paper dissects the cultural representation of consumer culture in beauty makeup short videos from two aspects: symbolic presentation and meaning orientation. Finally, it engages in a critical reflection on the consumer culture of the short video era, with the hope of constructing a healthier online ecosystem.