Author(s)

Ying Hong

Corresponding Author

Ying Hong

ABSTRACT

With the emergence of KOL in various internet platforms, the image of women has been redefined. This paper concentrates on studying how the app Little Red Book influences the shaping and construction of female image by the method of interview. By interviewing female users of Little Red Book, combining with the operation pattern of the app, the reasons such as the influence of KOL on women’s values, social roles and mentality will be analyzed. Additionally, based on consumerism and the theory of Gatekeeper, the social causes of the phenomenon will be discussed.

KEYWORDS

Little Red Book APP, KOL, female image