从个体表达到媒介景观：短视频中的女性人设运作——以“时髦的单身小姨”型为例

From Individual Expression to Media Spectacle: The Operation of Female Personas in Short Videos—A Case Study of the “Chic Single Aunt” Type

摘要: 随着数字媒体的迅速发展，短视频为性别形象的建构与传播提供了新的机制，女性形象逐渐以“人设”的形式被提炼并反复展演和传播，成为具有代表性的媒介景观。本文以抖音中“时髦的单身小姨”这一人设为研究对象，探讨短视频语境中女性人设景观化的运作逻辑及其社会影响。研究发现，女性人设呈现出持续展演与类型化特征，女性生活的结构性条件在景观化过程中被弱化，使人设更易嵌入平台景观逻辑。观众虽意识到人设的建构性，但其仍在潜移默化中塑造着女性生活方式的想象边界。

Abstract: With the rapid development of digital media, short videos have provided new mechanisms for the construction and dissemination of gender images. Female images are increasingly refined into “personas”, repeatedly performed and circulated, becoming representative media spectacles. This paper takes the “chic single aunt” persona on Douyin as its research object to explore the operational logic behind the spectacularization of female personas in the context of short videos and its social implications. The study finds that female personas exhibit characteristics of continuous performance and typification, while the structural conditions of women’s lives are weakened in the process of spectacularization, making it easier for these personas to become embedded within the platform’s logic of spectacle. Although audiences are aware of the constructed nature of these personas, they still subtly shape the imaginative boundaries of women’s lifestyles.