A Study on the Self-Presentation of Male Beauty Influencers on Douyin

With the continuous advancement of the internet and the evolution of mobile technology, the media landscape has experienced significant changes. Short video platforms have gained popularity due to their engaging content format and wide reach, leading to new directions in mobile social media. Beauty content on short video platforms aligns well with the current trend of "appearance value." Contemporary males exhibit characteristics different from those of previous eras, as male beauty influencers on platforms like Douyin use short videos to present diverse images and find new avenues for growth. The strong gender fluidity associated with the combination of men and beauty has entered the public eye frequently, and the self-presentation behaviors of male beauty influencers have garnered much public attention. This study aims to discuss concepts related to male beauty influencers and self-presentation, analyze the themes of male beauty influencer videos, and provide suggestions for their self-presentation, contributing to research in this area.