Chinese female representation on short video applications and their perception

: Douyin (TikTok) as a Case Study

Abstract

Gender studies and media scholars have highlighted that female representation in media has impacted how women perceive themselves. In China, prior studies have suggested that the one-dimensional and marginalized female images in media since the 1980s have had an impact on the change in Chinese women’s gender identity. Surveys and research have proposed that women’s identity has transformed towards traditional norms which tightly associate their value with marriage and domestic responsibility. Several studies argued that the issue of problematic female representation had partially progressed with the popularity of social media, including Douyin (the Chinese version of TikTok). However, recent literatures suggested that too little emphasis has been placed on the female representations of Douyin and its reception of women.
This dissertation strives to provide an understanding of how women’s representations were constructed and perceived on short-video applications in China, using Douyin (Chinese version of TikTok) as the case of the study. The study focuses on the gender perception embodied in the representations posted by accounts presenting as women and their reception of audiences presenting as women.
We have employed a qualitative methodology, using content analysis and semiotics to analyze our samples. Samples were selected from popular short videos and relevant comments both posted by accounts presenting as women. Through data analysis, the study revealed a wide range of female representations of Douyin, including ones corresponding to the traditional gender identity, ones partially aligned with it, and ones against it. The result of the study argued that most audiences presenting as women have endorsed representations not corresponding to the traditional gender identity. It also suggested that an insufficiency of representations contradicted the traditional identity of Douyin.
The preliminary results of this study throw light on the understanding of the construction of female representations in the Chinese digital environment. Furthermore, the outcomes of this research have contributed to understanding the preferable representations of female users of Douyin, potentially improving cultural products designed for women

Date of Award	4 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Ganito (Supervisor)