Research on the Image of Chinese Rural Women Presented on Short Video Platform --Take Douyin as an Example

Abstract

As one of the leading platforms in China, Douyin has allowed the underprivileged group of rural women to showcase themselves. While empowering them, it has also led to the imposition of various labels on them. This paper conducts an in-depth study of the representation of rural women through content analysis and other research methods. It analyzes the representation of rural women from the perspectives of the communicators and the audience, and explores how the Chinese government and the platform can improve this situation. Research has found that the transmitters, the rural women themselves, have diverse images. Some are diligent and hardworking, while others are passionate about traditional culture, breaking the stereotype of poverty and lack of education. The audience has shifted from having prejudices to getting closer and gaining a deeper understanding of the rural women's image through the Douyin platform. The writer suggests that rural women should learn more about new media knowledge and improve their new media skills. The Douyin platform should encourage high-quality content production and strengthen the supervision of inappropriate and low-quality content. The government should provide relevant support policies and strengthen education for rural women.