Analysis of Women's Makeup in Online Community: Taking Xiaohongshu as an Example

With the development of the Internet, women's makeup is becoming more and more common in China, and a female-based online beauty community is gradually formed. Taking Xiaohongshu as an example, this paper explores the generalization, ritualization, continuation and rational consumption of women's beauty behavior under the influence of social networks, and the influence of mass media and technology on it.

This article also explores the mass media’s body discipline for women and the phenomenon of female dislike and body aesthetic bullying in beauty videos. Despite the misogyny, women have positively challenged stereotyped gender norms by inverting the connotation of beauty through the proactive process of makeup.