数字时代下视频分享平台的性别呈现——以哔哩哔哩上的大热博主为例-现代社会科学研究-CSCIED科技核心评价数据库-手机版

数字时代下视频分享平台的性别呈现——以哔哩哔哩上的大热博主为例

Gender representation on video sharing platforms in the digital age: a case study of popular bloggers on Bilibili

ES评分 0 浏览量：118 下载量：0

DOI	10.12208/j.ssr.20250147
刊名	现代社会科学研究 Modern Social Science Research
年，卷(期)	2025, 5(4)
作者	矫璐羽*,
作者单位	济南新航实验外国语学校山东济南
摘要	随着数字时代的到来，视频分享平台如哔哩哔哩已成为用户表达自我、传播多样内容的重要渠道。本文以B站为例，探讨了视频分享平台上的性别呈现及其对性别平等的影响。通过内容分析的研究方法对B站十个频道中前15名热门博主的性别特征和视频呈现进行了研究。研究发现，视频平台博主在频道占比、情感表达和身份意识等方面具有明显的性别差异。同时，视频平台上依然呈现了传统的性别刻板印象和男性凝视，再现了社会中的性别偏见。
Abstract	With the advent of the digital age, video sharing platforms such as Bilibili have become important channels for users to express themselves and disseminate diverse content. This paper takes Bilibili as an example to explore gender representation on video sharing platforms and its impact on gender equality. Through content analysis, the gender characteristics and video presentations of the top 15 popular bloggers in ten channels on Bilibili were studied. The research found that bloggers on video platforms have significant gender differences in terms of channel proportion, emotional expression, and identity awareness. At the same time, traditional gender stereotypes and male gaze are still present on video platforms, reproducing gender biases in society.
关键词	视频分享平台；性别呈现；性别刻板印象；男性凝视；哔哩哔哩
KeyWord	Video sharing platforms; Gender representation; Gender stereotypes; Male gaze; Bilibili
基金项目
页码	102-105

参考文献
相关文献

[1] Brebner, J. Gender and emotions. Personality and Individual Differences
[J], 2003,34(3), 387–394.
[2] Burgess, J., Green, J., Jenkins, H., & Hartley, J. (2009). YouTube: Online Video and Participatory Culture
[M]. Cambridge: Polity Press.
[3] Butler, J. (1990) Gender Trouble: Feminism and the Subversion of Identity
[M]. Routledge, New York, 33.
[4] Döring, N., Reif, A., & Poeschl, S. (2016). How gender-stereotypical are selfies? A content analysis and comparison with magazine adverts
[J]. Computers in Human Behavior, 55(Part B), 955–962.
[5] Duffy, B. E., & Hund, E. (2015). “Having it All” on Social Media: Entrepreneurial Femininity and Self-Branding Among Fashion Bloggers
[J]. Social Media + Society, 1(2), 2056305115604337.
[6] Goffman, E. (1959). The presentation of self in everyday life
[M]. Oxford, England: Doubleday.
[7] Gonzalez, A., Blomqvist, J., & Hu, T. (2016). Opinion leaders in the new social environment: A Youtube case on social media opinion leaders
[EB/OL]. Retrieved from https://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-53422
[8] Jacobs, L., & Chele, P. (2023). How Male Vloggers Construct Their Substance Use and Substance Use Recovery on Youtube. Gender & Behaviour
[J], 21(2), 21765–21775.
[9] Kennedy, Ü. (2016). Exploring YouTube as a Transformative Tool in the “The Power of MAKEUP!”
[J] Movement. M/C Journal, 19(4).
[10] Och, A.-P. (2024). Influencing nach Geschlecht: Genderspezifische Fan-Ansprache auf YouTube
[M]. Bielefeld: Transcript Verlag.
[11] Raun, T. (2016). Out Online: Trans Self-Representation and Community Building on YouTube
[M]. London: Routledge.
[12] Tolson, A. (2010). A new authenticity? Communicative practices on YouTube. Critical Discourse Studies
[J], 7(4), 277–289.
[13] Wisnewski-Parks, Gabriel & Russo, Daniel & Simon, Jenni. (2022). New media masculinities: How YouTube influencers incubate masculine ideologies and mentor men through gender role conflict/stress
[M]. Publisher: Lexington Books
[14] 陈峻俊,符家宁,汪凌宇.互动与满足:B站ACG亚文化群体认同风格与行为动因分析
[J].新闻与传播评论,2022, 75(2):103-113
[15] 贾怀羽.媒介赋权:基于想象可供性的女性文化研究——以B站美妆视频为例
[J].新闻前哨,2024(5):78-80.
[16] 单佳宜,喻轩.融媒体时代下基于内容分析法的用户行为研究及发展趋势——以Bilibili网站视频为例
[J].新闻研究导刊,2020,11(7):54-55
[17] 张皓鸣,王雪纯.生产、消费与弥合:网络视听中的容貌焦虑传播研究--以美妆博主视频内容生产为例
[J].科技传播,2023,15(20):105-107
[18] 张浩仪林刚. 新时代 B 站用户的青年亚文化特征与心理画像
[J]. 中国传媒科技, 2024, (3): 68-71.
[19] 赵杜灵. 时尚消费与具身化策略:小镇中产青年女性的身份建构研究
[J]. 中国青年研究,2021(5):77-86.

引用本文

矫璐羽*. 数字时代下视频分享平台的性别呈现——以哔哩哔哩上的大热博主为例 [J]. 现代社会科学研究. 2025; 5; (4). 102 - 105.

文献评论

相关学者

相关机构