社会性别弯曲:男性美妆博主的风格呈现与性别操演  

Gender Bending:The style presentation and gender performance of male beauty bloggers

作　　者：曾丽红 陈雨莹 Zeng Lihong;Chen Yuying

机构地区：[1]广州大学新闻与传播学院

出　　处：《媒介批评》2022年第2期112-125,共14页Media Criticism

基　　金：国家社科基金一般项目“社会性别视角下女性媒体工作者的职业发展研究”(项目号:18BXW034)的阶段性成果。

摘　　要：随着社会、经济和文化的多元化发展,男性的媒介形象较之以往的阳刚威猛与孔武有力,发生了较大转变,其媒介呈现风格也朝着多元化的方向发展。譬如男性美妆博主的出现,就颠覆了传统社会对男性形象的单一认知。在消费主义狂欢语境下,男性美妆博主参与到原本专属于女性生活空间的话题领域中,从而进一步改变了由传统文化认知所带来的性别区隔差异。本文以男性美妆博主为研究对象,结合媒介镜像与性别操演理论,探究性别风格呈现与性别身份建构及其深层次的社会意涵。研究发现,男性美妆博主性别杂糅式的风格呈现,实乃通过性别操演完成了一次短暂的社会性别交换之旅,这是一种“社会性别弯曲”的媒介镜像展现。With the diversified development of society,economy and cul-ture,the media image of men has undergone a great change compared with the previous masculine and powerful,and its media presentation style is de-veloping towards a diversified direction.For example,the emergence of male beauty bloggers has overturned the traditional society's single cognition of male images.In the context of consumerism carnival,male beauty bloggers participate in the topic field that was originally exclusive to women's living space,thus further changing the gender gap caused by traditional cultural cognition.This paper takes male beauty bloggers as the research object,and combine medium mirror image and gender performativity to explore the pres-entation of gender style and the construction of gender identity and its deep social implications.The research found that the male beauty blogger's hybrid style presentation of gender is actually a short journey of social gender exchange through gender practice,which is a media mirror display of“gender bending”.

关 键 词：男性 美妆博主 风格呈现 性别操演 社会性别弯曲 

分 类 号：C913.14[经济管理] F426.72[社会学]