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Short Video Activism With and on Douyin: An Innovative Repertoire of Contention for Chinese Consumers

Yu, Zizheng, Hou, Jiaxi, Zhou, Oscar Tianyang (2023) Short Video Activism With and on Douyin: An Innovative Repertoire of Contention for Chinese Consumers. Social Media + Society, 9 (1). Article Number 2056305123. ISSN 2056-3051. E-ISSN 2056-3051. (doi:10.1177/20563051231157603) (KAR id:100207)


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
DOI/Identification number: 10.1177/20563051231157603
Uncontrolled keywords: Douyin, TikTok, consumer activism, short video, repertoire of contention, China
Subjects: H Social Sciences > HM Sociology
H Social Sciences > HT Communities. Classes. Races
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4045 Electronic information resources
Divisions: Divisions > Division of Arts and Humanities > School of Arts
Funders: University of Kent (
Depositing User: Oscar Zhou
Date Deposited: 24 Feb 2023 05:13 UTC
Last Modified: 24 Mar 2023 16:02 UTC
Resource URI: (The current URI for this page, for reference purposes)

University of Kent Author Information

Zhou, Oscar Tianyang.

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