Skip to main content

ORIGINAL RESEARCH article

Front. Commun.
Sec. Advertising and Marketing Communication
Volume 9 - 2024 | doi: 10.3389/fcomm.2024.1489893

Body exhibition or idyll imagination? Female microcelebrities in mobile short videos on Chinese countryside

Provisionally accepted
Maichi Match Chen Maichi Match Chen 1*Yan Dong Yan Dong 2Jun Zhang Jun Zhang 1Guichun Qu Guichun Qu 1Zonglin Sun Zonglin Sun 2Yanmei Jiang Yanmei Jiang 1Guili Hu Guili Hu 1
  • 1 Anhui University of Technology, Ma'anshan, China
  • 2 Maanshan Teachers College, Maanshan, China

The final, formatted version of the article will be published soon.

    The mass communication in the We media era has reconstructed China's rural virtual community and Chinese female body performance in the countryside. Via the research methods such as literature review, case study and content analysis, as well as the perspectives of sociology of body and feminist media studies, the study aims to unveil how female microcelebrities of social media infuencers (SMIs) employ their bodies to exhibit their authentic country life, to underline their special roles in marketing the countryside, and to show their ability in shaping the idyll imagination for the mass audience. Drawing on the typical cases of female microcelebrities on the Chinese countryside such as Li Ziqi, we argue that the female microcelebrities cheered by the state and netizens help rural marketing to sell more effectively their web hits and agricultural products and to build stronger idyll imagination in support of China's rural revitalization.

    Keywords: Mobile short videos, Chinese countryside, We media, female microcelebrities, Li Ziqi, Body performance, idyll imagination

    Received: 04 Sep 2024; Accepted: 28 Nov 2024.

    Copyright: © 2024 Chen, Dong, Zhang, Qu, Sun, Jiang and Hu. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

    * Correspondence: Maichi Match Chen, Anhui University of Technology, Ma'anshan, China

    Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.