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The evolution and power of online consumer activism: illustrating the hybrid dynamics of "consumer video activism" in China through two case studies

Treré, Emiliano and Yu, Zizheng 2021. The evolution and power of online consumer activism: illustrating the hybrid dynamics of "consumer video activism" in China through two case studies. Journal of Broadcasting and Electronic Media 10.1080/08838151.2021.1965143
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Abstract

Short videos and short-video-based social media (SVB) platforms have provided Chinese consumers with a new way to protest against businesses. However, they have received scant attention from scholars. This study aims to fill this gap in two ways. Firstly, it will contextualize this phenomenon within the literature on consumer activism, foregrounding three key phases in the evolution of online consumer activism in China. Secondly, it will analyze two case studies to provide a vivid picture of consumer video activism (CVA), disentangling its hybrid dynamics in the complex interaction between consumers, businesses, We-media, mainstream media and the public.

Item Type: Article
Date Type: Published Online
Status: In Press
Schools: Journalism, Media and Culture
Publisher: Taylor & Francis (Routledge)
ISSN: 0883-8151
Date of First Compliant Deposit: 21 September 2021
Date of Acceptance: 1 August 2021
Last Modified: 01 Nov 2021 23:20
URI: http://orca.cardiff.ac.uk/id/eprint/144314

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