Volume 76

American movies are essential in global film art because of their mature industry and wide cultural influence. As a form of art, film clothing doesn't just shape characters' looks—it's also a key way to show cultural meanings, feelings, and identities. From the early 1900s to now, American films have gone through the Silent Film Era, the Golden Age of Hollywood, the New Hollywood Movement, and modern diverse development. Each period's social and cultural features left marks on films, making female images and clothing change significantly. Women's clothing in films has more functions than decoration. It can show a character's personality, social class, and emotions and reflect a particular time's social thoughts and cultural values. At the same time, its aesthetic style has changed along with film development and social changes, from the early fancy style that showed women's softness to a modern style that values personality and self-expression. This shows how women's social status has improved, aesthetics have changed, and film art has developed. This study examines how women's clothing has changed in different periods of American films, and analyzes its functions and aesthetic changes. It helps us understand American film art, culture, and society through clothing, and provides new ways to study films and fashion.

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In an era of information overload and increasingly fierce market competition, brand building has become the core driving force for companies to capture consumers’ attention. This paper explores brand symbolism, packaging aesthetics, and moral and emotional values as its three main research themes. First, through the semiotic interpretation of brand naming, logo design and slogan language, it reveals how it works on consumer’ cognitive system and enhances brand recognition and emotional connection; second, it focuses on the aesthetics of packaging and discusses the stimulation mechanism of the visual experience on impulsive consumption and individual identity; and third, it combines the emotional narrative and brand moral marketing strategy to demonstrate the social function of brand as a carrier of cultural and ethical values. In terms of research methodology, this paper integrates the literature review and selects typical cases such as “Pop Mart”, “Coca-Cola”, and “Adopt a Cow” for analysis. The results show that the synergistic application of brand symbolism and packaging, as well as the continuous practice of ethical values, can significantly enhance buyer’ love and loyalty to the brand. The study concludes that brand success no longer relies on a single communication technique, but needs to incorporate multiple dimensions, such as visual, verbal, emotional, and cultural, in order to build multi-level cognitive and perceptual connections.

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Horror is the primitive psychology inherent to humans. Centering on the contemporary development of the body horror film, this study applies a method combining theoretical criticism and textual analysis, taking Titane (2021) and The Substance (2024) as two case studies, to conduct an ecofeminist investigation into the body horror film. This study points out that the two films effectively evoke the audience’s pain empathy by depicting the lesions, alienation and violent experiences of the female body; through the semiotic metaphors of female bodies, they complete the female narrative of pain and resistance, exploring the female existential predicament filled with struggles; by means of the artistic form of extreme body horror, they reveal and criticize how patriarchy in the “post-human age” achieves the double control and violent colonization of women’s bodily nature and spiritual ecology through collusion with technology and abuse of biomedicine, thereby accomplishing a profound ecofeminist critical interpretation of the body horror film.

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With the rise of social media, the body shaming has evolved from occurring in personal interactions and traditional forms of media to being amplified by algorithm-driven social media platforms. The surge in self-image and beauty-centric social media platforms, such as Instagram and TikTok, fueled by big data recommendation algorithms, significantly impacts users’ self-esteem and the construction of self-image by enforcing rigid beauty standards. This paper focuses on the effects of big data recommendation algorithms and beauty-obsessed and centric social media on body shaming and its psychological and social impacts, seeking solutions to counter the negative impacts of body shaming. The review integrates concepts from media studies, psychology, and computer science to analyze the impact of social media algorithm designs on user behavior and social norms. The findings underscore the need for an intentional shift in social media design, policy frameworks, and public discourse to foster social equity and combat discrimination in the digital environment.

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With the development of network technology, China is moving towards a sports power. Especially in the 2024 Paris Olympic Games, fans of athletes of different events on social media will have an impact on the network order, which is gradually said to be 'sports fans circle'. The theme of this study is the research on the transformation and development of the Chinese sports fans circle and retired athletes, and the research is carried out by means of data collection and literature search. Research shows that China's sports fan circle is not a disadvantage, to introducing relevant policies to guide. It mainly affects how to realize the flow of the sports fans circle to make retired athletes transform in a variety of ways to choose. Future research should focus more on how to make good use of the form of new media to help retired athletes develop better. How to make good use of the sports fans circle is a very important issue. Making good use of the flow can be realized, so that more people can participate in the activities of the national fitness, and can also better solve the problem of the transformation of retired athletes.

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Amid the relentless rise of algorithmic platforms and on-demand cultures, traditional media confront simultaneous erosion of their audiences, advertisers, and century-old business architectures. This paper interrogates that crisis through a systematic review of current scholarship and market evidence, tracing how user migration to personalised social video (e.g., TikTok) and subscription streaming has accelerated after COVID-19, and how targeted, data-rich digital advertising has drained legacy revenue pools. Against this backdrop, the study distils best-practice responses from incumbent giants—Disney’s vertically integrated streaming stack built on Fox assets and original IP, Warner Bros.’ hybrid HBO Max strategy balancing exclusivity and syndication, and transnational experiments in cultural adaptation across China’s mobile-first entertainment economy. Four strategic imperatives emerge: (1) re-platforming content via proprietary or partnered streaming channels; (2) co-financing and co-producing originals with global platforms to share risk and reach; (3) deploying AI recommendation engines, VR/AR immersion, and voice interfaces to deepen engagement; and (4) granular localisation of narratives, formats, and pricing to unlock emerging-market middle-class demand. These moves, however, must negotiate entrenched cultural preferences and ferocious local competition. The paper concludes that survival is contingent on treating digital transformation not as an episodic upgrade but as an open-ended process of technological, organisational, and cultural reinvention.

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