中國化妝品產業迅猛發展，中國彩妝博客也呈現噴湧之勢。在化妝品和化妝行為的廣泛流行下，化妝所包含的社會意義卻鮮少得到分析。本研究結合視覺文化、女性主義和消費文化的視角，以新浪微博中的彩妝博客為研究物件，分析彩妝博主對化妝這一行為的意義建構。本次研究認為，化妝本身作為技能，成為女性靈活進行性別角色扮演的工具，但化妝同時也是拜物教的產物，背後有全球化妝品產業的支援。

With the boom of China’s cosmetic industry, beauty blogs become very popular in China. However, the social meaning of makeup has not been abundantly studied. Taking beauty blogs on Sina Weibo as an example, this research tries to analyze the social meaning that beauty bloggers give to the behavior of makeup, from the perspectives of visual culture, feminism and consumer culture. As a conclusion, this study argues that makeup, as a skill, is the tool of women to perform their gender to obey the social gender rules, as well as the product of fetishism. This behavior is supported by the globalized cosmetic industry and these Chinese beauty bloggers play a role of cultural intermediaries unconsciously.