Abstract
E-commerce live-streaming is a burgeoning form of digital media that combines the power of e-commerce with the immersive experience of live-streaming. Riding on the immense popularity of live-streaming, e-commerce live-streaming offers online celebrities, known as wanghong in Chinese, the opportunity to directly promote and sell products through real-time, extended interactions. The present study examines Li Jiaqi, a phenomenal emblem of the vibrant world of Chinese e-commerce live-streaming. Bridging wanghong studies and the literature on soft masculinity, this study seeks to delve into the ways in which Li appeals to his young urban female viewers by projecting an empowering feminist image. Findings from the study offer valuable insights into the role of e-commerce streamers and advance the theorizing of a new form of masculinity in contemporary China, characterized by the delicate balance between cultural preferences, market discourses, and national regulations.
Original language | English |
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Pages | 1-12 |
Number of pages | 12 |
Publication status | Published - 20 Jun 2024 |
Event | 74th Annual International Communication Association Conference, ICA 2024 - The Star Gold Coast, Gold Coast, Australia Duration: 20 Jun 2024 → 24 Jun 2024 https://www.icahdq.org/mpage/ica24 (Link to conference website) https://www.icahdq.org/mpage/ICA24-program (Link to conference programme) https://drive.google.com/file/d/133zTanS54JlShn0-tJviedkI6bEfg69-/view?pli=1 (Link to conference programme) |
Conference
Conference | 74th Annual International Communication Association Conference, ICA 2024 |
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Country/Territory | Australia |
City | Gold Coast |
Period | 20/06/24 → 24/06/24 |
Internet address |
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User-Defined Keywords
- influencers / Social media creators
- Gender studies / Feminism - Popular Media and Culture
- Consumer culture - Popular Media and Culture