Online Image and Self-Presentation: A Study on Chinese Rural Female Vloggers

Abstract Purpose The purpose of this empirical study is to examine how Chinese rural female vloggers present and express themselves online when they are increasingly exposed the Internet, analyze motivations their self-expression whether media images on Internet correctly reflect real life women in China. Design/methodology/approach We conducted content analysis case studies 30 2580 videos selected from Xi Gua Video, one most popular video platforms English name Video Watermelon Video. It belongs same company as Douyin(the version Tik Tok) has a large number creators. There Rural category which shows its importance platform. Findings Married mainstay vloggers, tend use unique username settings. Among different avatars, confident smile mainstream. themes mainly center family life. Based themes, we speculated that whatever techniques take for shooting, image formation still subject gaze men patriarchal social order. In general, disciplined, though self-awareness already begun awaken. Research implications research unveils gendered frame behind rural-related short contemporary can also help identify themselves. Practical policymakers guide dissemination based research, thereby improving status lives women. Originality/value This an vloggers’ attitude cognitive competence feminist theory.