Platform animal: (de)commodification of anthropomorphic giant panda through the digital platform

Abstract

China’s “panda fever” has turned giant pandas into digital celebrities, blending wildlife conservation with cultural commodification. This study examines the (de)commodification of anthropomorphic pandas on Douyin (TikTok China), exploring how digital platforms shape human-animal interactions. Adopting ethnographic fieldwork, we analyze how platform capitalism simultaneously commodifies and decommodifies pandas, creating “platform animals” that straddle economic, emotional, and ecological spheres. We reveal how affective labor and interspecies intimacy drive this cycle, as prosumers form emotional bonds that both challenge and reinforce commodification. Algorithmic governance and platform capitalism shape the fluid boundary between conservation and cultural consumption. By introducing platform animals, this study highlights how digital platforms mediate human-animal interactions, balancing entertainment, economic value, and conservation ethics in the digital age.