Short video activism with and on Douyin: an innovative repertoire of contention for Chinese consumers

Yu, Zizheng, Hou, Jiaxi and Zhou, Oscar Tianyang 2023. Short video activism with and on Douyin: an innovative repertoire of contention for Chinese consumers. Social Media + Society 9 (1) 10.1177/20563051231157603

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Abstract

This article examines consumer video activism tactics in China and their impact on Chinese consumers and society. Drawing upon 56 semistructured interviews and a case study analysis of Chinese online consumer protest in 2018, we argue that short-video-activism tactics have become an innovative repertoire of contention for Chinese consumers and Douyin, the “sister app” of TikTok, has become a real-time updated database of this repertoire. Using Douyin as a case study, we argue that it plays three key roles in mediating Chinese consumer activism: a techno-cultural construct that affords highly heterogeneous users to present everyday experiences via short videos; a multisided market that profoundly affects the tactics consumers choose to amplify their voices; and a governing entity that both moderates content for its users and simultaneously is subject to government regulations.

Item Type:	Article
Date Type:	Published Online
Status:	Published
Schools:	Journalism, Media and Culture
Publisher:	SAGE Publications
ISSN:	2056-3051
Date of First Compliant Deposit:	31 March 2023
Last Modified:	05 Jan 2024 08:07
URI:	https://orca.cardiff.ac.uk/id/eprint/158224

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