A Representative for All Girls? The Soft Masculinity of Male e-Commerce Streamers in the Case of Li Jiaqi

Research output: Contribution to conferenceConference paperpeer-review

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 languageEnglish
Pages1-12
Number of pages12
Publication statusPublished - 20 Jun 2024
Event74th Annual International Communication Association Conference, ICA 2024 - The Star Gold Coast, Gold Coast, Australia
Duration: 20 Jun 202424 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

Conference74th Annual International Communication Association Conference, ICA 2024
Country/TerritoryAustralia
CityGold Coast
Period20/06/2424/06/24
Internet address

User-Defined Keywords

  • influencers / Social media creators
  • Gender studies / Feminism - Popular Media and Culture
  • Consumer culture - Popular Media and Culture

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