热带地理2025，Vol.45Issue(11)：1950-1961,12.DOI:10.13284/j.cnki.rddl.20250349
景观2.0视角下便宜货营销影像与日常空间的互相塑造——以"精致女生"系列vlog为例
Normalization of"Crap"in Everyday Spaces in the Spectacle 2.0 Society:A Mixed-Method Analysis of the"Exquisite Girl"Vlog Series
摘要
Abstract
In the current era of oversaturated consumer goods,"crappy"goods—defined as low-cost,shoddy commodities with inferior materials,limited practicality,and poor durability—have shaped an urban culture that fosters overconsumption and resource wastage.Fueled by the ascendancy of social media shopping in China,such goods have rapidly gained prevalence and evolved into a prominent cultural phenomenon.Against this backdrop,video logs(vlogs),which originally emerged on social media as a medium centered on documenting daily life,have gradually been transformed into marketing tools for Multi-Channel Network agencies.The"exquisite girl"vlog series serves as a typical example,generating significant controversy and attention in online spaces.From the perspective of Spectacle 2.0,this study employed a mixed-methods approach to social media content analysis,taking the"exquisite girl"vlog series as the research subject.Through cross-platform browsing analysis of the videos and visual and textual analysis of their content and descriptive texts,this study explored how such elaborately crafted social media advertisements promoted cheap products through performances in everyday spaces,and how the promotion of these cheap products,in turn,reconstructed the social and cultural meanings of everyday spaces.The main findings are as follows:On the one hand,everyday spaces constituted the core scenes of the"exquisite girl"vlog series,shaping Spectacle 2.0-style images that functioned as advertisements for"crappy"goods.These images consisted of three key elements:the video protagonists(young urban women with relatively high incomes,strong professional capabilities,and adept at managing households),the everyday spaces they inhabited,and the commodity-displaying activities taking place within these spaces.As these images were essentially social media-based advertisements,everyday spaces,the"exquisite girls,"China's short video industry,digital platforms,and cheap products collectively constructed a materialized"pseudo-environment"that appealed to women's consumption capital.This environment was characterized by the commodification of daily life,in which even mundane spaces and routines were packaged to stimulate purchasing behavior,blurring the boundaries between authentic daily experiences and commercial promotion.On the other hand,the Spectacle 2.0 constructed through the visual and textual narratives of the"exquisite girl"vlog series endowed everyday spaces with new meanings.Originally serving functional purposes,such as residence,work,leisure,transportation,and retail,these everyday spaces had been redefined under the influence of social media-driven linguistic and visual aesthetics,which carried inherent contradictions.The result was a new type of space:a feminized,photogenic,and homogenized commodity space.This reconstruction of meaning in everyday spaces reinforced the stereotypical connection between women,domestic labor,and physical display.Women in these vlogs were often portrayed engaging in activities such as decorating living spaces with cheap products,demonstrating household chores,or showcasing their appearance—activities that perpetuated traditional gender roles and framed women's worth through their ability to create an"exquisite"and visually appealing lifestyle.This study makes a critical contribution to the existing research on the mutual construction of social media and urban aesthetics under Spectacle 2.0.By expanding the analysis from the perspective of gendered everyday spaces,this study clarifies the bidirectional interactive relationship between platform atmospheres and these spaces.Drawing evidence from the online marketing discourse surrounding"crappy"goods,this study reveals the core role of such discursive systems,thereby offering a new perspective for research on digital urban consumption geography.The findings suggest that future research should focus on bidirectional interactions between digital platforms and everyday consumption spaces rather than unidirectional influences.Additionally,this study calls for greater attention from the digital creative and cultural industries—as well as from relevant research and policy discussions—to the consumer society saturated with cheap products shaped by Spectacle 2.0.Overall,this study highlights the pressing issues arising from this phenomenon,including excessive resource consumption and lack of spiritual life—problems that require collective reflection and proactive solutions to promote more sustainable and equitable patterns of consumption in the digital age.关键词
景观2.0/便宜货/日常空间/vlog/社交媒体广告/日常空间/"精致女生"Key words
Spectacle 2.0/crap/vlog/social media advertising/everyday spaces/exquisite girl分类
社会科学引用本文复制引用
刘钰鏖,刘晨..景观2.0视角下便宜货营销影像与日常空间的互相塑造——以"精致女生"系列vlog为例[J].热带地理,2025,45(11):1950-1961,12.基金项目
国家自然科学基金项目(42371240) （42371240）
广州市科技计划项目(SL2024A04J00264) （SL2024A04J00264）
