抖音时尚美妆类短视频的传播机制研究

Research on the Communication Mechanism of Douyin’s Fashion and Beauty Short Videos

摘要: 在数字化传播浪潮下，抖音时尚美妆类短视频成为新的行业热点，但同时面临博主激增、内容同质化等问题。本文以抖音时尚美妆类短视频为研究对象，采用主体、内容、渠道、效果的分析框架，旨在剖析其完整传播机制并揭示联动逻辑与共性规律。本研究依托传播主体、内容生产、传播扩散与传播效果呈现，分析抖音时尚美妆类短视频的传播机制，丰富了短视频垂类传播的理论体系，同时为博主、MCN机构及平台提供可复用的传播策略，助力行业良性发展。

Abstract: Amid the wave of digital communication, Douyin’s short videos on fashion and beauty have emerged as a new industry hotspot, while facing issues such as the surge in bloggers and content homogenization. Taking these short videos as the research object, this paper adopts an analytical framework covering subject, content, channel, and effect, aiming to analyze their complete communication mechanism and reveal the linkage logic and common laws. Based on communication subjects, content production, communication diffusion, and communication effect presentation, this study analyzes the communication mechanism of Douyin’s fashion and beauty short videos, enriches the theoretical system of vertical short video communication, and provides reusable communication strategies for bloggers, MCN institutions, and platforms to promote the sound development of the industry.