Engaging With Chinese Rural Women Influencers on Douyin
Female Viewers’ Perspectives on Gender Norms
Bibliographic Data
| ID | 13054677 |
|---|---|
| Authors | Minghao Bai (University of International Business and Economics, corresponding author), Rafael Ventura (0000-0002-1219-9956, Universitat de Lleida) |
| Year | 2025 |
| Volume | 13 |
| Publication date | 2025-07-17 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Social Inclusion (JOURNAL) |
| Journal identifiers | ISSN: 2183-2803 • E-ISSN: 2183-2803 |
| Publisher | Cogitatio (PUBLISHER • PT) |
| DOI | 10.17645/si.9657 |
| OpenAlex | W4413085070 |
| Language | EN |
| Citations received | 2 |
| References cited | 25 |
In recent years, the popularity of short videos has provided rural women in China with an unprecedented opportunity for self‐presentation and engagement with the outside world, enabling them to articulate their own narratives with authenticity. On Douyin, a leading short video platform, content produced by rural women has gained significant attention, resonating particularly with female audiences. This study, based on 21 semi‐structured interviews conducted with Chinese women viewers, investigates the factors driving the popularity of rural female influencers’ content, the gratifications that female viewers obtain, and their perceptions of these rural influencers’ authenticity. The findings reveal that female audiences gain insights into the structural challenges and vulnerabilities faced by rural women in China, as well as how these influencers challenge traditional gender norms. Ultimately, this study underscores the transformative potential of short videos to provide female audiences with a window into the lives of rural women, stimulating critical reflection on deeply embedded cultural constructs and advancing social inclusion. Promoting gender equality and social development may provide various opportunities for the autonomy of rural women in the future
Autonomy · Business · China · Empowerment · Influencer marketing · Narrative · Pedagogy · Political science · Popularity · Social media · Sociology · Transformative learning · Gender Studies · Gender, Feminism, and Media · Media Influence and Health · Media, Gender, and Advertising · Psychology · Social Psychology
Women, Gender, and Sexuality in China
China's E-Commerce
Why People Use TikTok (Douyin) and How Their Purchase Intentions Are Affected by Social Media Influencers in China
The emotional resonance and value recognition of digital memory
Predictors of Internet Use
Mapping Internet Celebrity on TikTok
Online Image and Self-Presentation
Research on Rural Landscape Preference Based on TikTok Short Video Content and User Comments
Mobile immobility
The co-evolution of two Chinese mobile short video apps
Nationality and gender stereotypes in the San Fermín festival
Between Commerciality and Authenticity
Re-stratifying” women
Viewing the ‘invisible women’
Uses and Gratifications Research
The logic of small samples in interview-based qualitative research
Left-behind women
Debating the rural cooperative movement in China, the past and the present
| Citations per year | 2 |
|---|---|
| Citation span | 2025 - 2025 (1) |
| Highly cited | No |