Engaging with Chinese rural women influencers on Douyin: female viewers’ perspectives on gender norms

Abstract

In recent years, the popularity of short videos has provided rural women in China with an unprecedented opportunity for self‐presentation and engagement with the outside world, enabling them to articulate their own narratives with authenticity. On Douyin, a leading short video platform, content produced by rural women has gained significant attention, resonating particularly with female audiences. This study, based on 21 semi‐structured interviews conducted with Chinese women viewers, investigates the factors driving the popularity of rural female influencers’ content, the gratifications that female viewers obtain, and their perceptions of these rural influencers’ authenticity. The findings reveal that female audiences gain insights into the structural challenges and vulnerabilities faced by rural women in China, as well as how these influencers challenge traditional gender norms. Ultimately, this study underscores the transformative potential of short videos to provide female audiences with a window into the lives of rural women, stimulating critical reflection on deeply embedded cultural constructs and advancing social inclusion. Promoting gender equality and social development may provide various opportunities for the autonomy of rural women in the future.