The Media Spectacle of Tujia Culture on Douyin

Homogenization, Feminization, and Decontextualization

Authors

  • Chang Peng Kee School of Media and Communication, Taylor’s University
  • Amber Xiao Yu School of Media and Communication, Taylor’s University
  • Hassan Raza Syed School of Media and Communication, Taylor’s University

Keywords:

Tujia ethnic group; Douyin; media spectacle; cultural representation; cultural commodification.

Abstract

This study investigates the role of Douyin (the local version of TikTok) in shaping the media spectacle of the Tujia ethnic group, an indigenous community from China. Through a case study analysis of popular Douyin bloggers representing Tujia culture, the research explores the challenges and consequences of cultural representation in the digital media landscape. By applying Guy Debord's theory of media spectacle, the paper critically examines the homogenization, feminization, and decontextualization of Tujia cultural symbols on Douyin. The findings reveal that Douyin contributes to the construction of a feminized, homogenized, and superficial representation of Tujia culture, detached from its historical and cultural context. The paper suggests strategies for addressing these issues, including promoting innovation in content creation, fostering gender balance, and advocating for collaboration between content creators and government bodies. This research offers valuable insights into the representation of minority cultures on digital platforms and provides a foundation for future research on ethnic media portrayal in China.

Author Biography

Amber Xiao Yu, School of Media and Communication, Taylor’s University

PhD Candidate

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Published

09-12-2024

How to Cite

Chang, P. K., Xiao, Y., & Syed, H. R. (2024). The Media Spectacle of Tujia Culture on Douyin: Homogenization, Feminization, and Decontextualization. Journal of Ethnic and Diversity Studies (JOEDS), 2(2). Retrieved from https://joeds.com.my/index.php/home/article/view/51