Doing Gender in The Era of Digitalization: How Beauty Influencers Achieve Stable Income

Abstract

Social media has changed the way people communicate with each other. It has overcome geographical distances and people can easily communicate and interact with others through social media platforms. At the same time, social media has become a channel for many people to shop online. On the other hand, through social media, people can also earn some income in different forms. This paper uses Xiaohongshu as a social media platform to discuss how beauty influencers can earn a stable income by doing gender. On the platform of Xiaohongshu, this study selects the videos posted by two famous female beauty bloggers: CHENG and XIE as the research targets and analyzes them to study how they make profits through the definition of contemporary women. The study concludes that beauty influencers utilize their gender identities and the way they present themselves to generate a steady income by partnering with beauty brands or setting up their own beauty brands to sell their products, as well as cashing in on their traffic by inserting advertisements into their videos to generate advertising revenue fees. The significance of this study is to help these influencers better understand their business models and revenue sources and to provide practical advice and strategies that can help them achieve better survival and development in the competitive online environment. At the same time, this can also provide useful references and lessons for the entire field of social media marketing and influencer economy.