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

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.