Identity performance and self-branding in social commerce: A multimodal content analysis of Chinese wanghong women’s video-sharing practice on TikTok

IF 2.3 2区 文学 Q1 COMMUNICATION
Yilei Wang , Dezheng (William) Feng
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引用次数: 5

Abstract

Social media have facilitated the development of a new wanghong profession and the burgeoning social commerce in China, where young women capitalize on their femininity to promote beauty products. Against this background, this study aims to investigate how Chinese wanghong women craft their identities in their self-branding videos on the leading social commerce platform of TikTok. A framework is developed to model their projected identities as evaluative attributes and to elucidate how the identities are constructed using verbal and visual resources. A multimodal content analysis of a corpus of 1258 videos posted by 6 top-ranked wanghong women on TikTok shows that their identities are defined in terms of three marketable attributes: (1) the celebrity self, in which they highlight their glamorous appearance, aspirational lifestyle, and social responsibility, (2) the entrepreneur self, which includes their accentuation of their professionalism and self-empowerment, and (3) the ordinary woman self, in which they emphasize their intimate relationship with their consumer-audience on the one hand, and construct a cheerful and amiable self-image on the other. The multi-faceted identities shed new light on the evolving Chinese femininity shaped by the entangled forces of the development of the neoliberal social commerce and wanghong economy in China on the one hand, and the unique socio-political context on the other hand.

社交商务中的身份表现与自我品牌:中国网红女性TikTok视频分享实践的多模态内容分析
社交媒体促进了一种新的网红职业的发展和中国蓬勃发展的社交商务,年轻女性利用她们的女性气质来推广美容产品。在此背景下,本研究旨在调查中国网红女性如何在领先的社交商务平台TikTok上制作自我品牌视频。开发了一个框架来模拟他们的预测身份作为评估属性,并阐明如何使用语言和视觉资源构建身份。对TikTok上排名靠前的6位网红女性发布的1258个视频语料库进行多模态内容分析后发现,她们的身份被定义为三个可营销的属性:(1)明星自我,她们突出自己迷人的外表、理想的生活方式和社会责任;(2)企业家自我,她们强调自己的专业精神和自我赋权;(3)普通女性自我,她们一方面强调与消费者-受众的亲密关系,另一方面构建一个开朗可亲的自我形象。这种多重身份,一方面为新自由主义社会商业和王红经济在中国的发展以及独特的社会政治背景的纠缠力量所塑造的中国女性气质的演变提供了新的视角。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Discourse Context & Media
Discourse Context & Media COMMUNICATION-
CiteScore
5.00
自引率
10.00%
发文量
46
审稿时长
55 days
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