ISSN: 1550-7521

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Review Article Open Access

"The Toad Wants to Eat the Swan?" A Study of Rural Female Chibo through Short Video Format on E-commerce Platforms in China


With the population of internet users ranking No.1 worldwide, rural Chinese females are the increasing internet users among all the new users under the developing of internet connection and available devices. Chibo videos are not a new media format in China, however, rural females’ Chibo videos are new appear on e-commerce platforms since the influence from short video platforms like Kuaishou and Tiktok. The article aims to analysis the new internet activity through different dimensions, including the new media phenomenon of Chibo on e-commerce platforms, the rural Chinese females’ real situation in China and the lack of humanistic care to rural Chinese females. Combine with a case studies of Chen Shuo Mei Shi V on Taobao platform, the study aims to figure out the reason why rural Chinese female choose do Chibo videos on e-commerce platforms.

Lilin He

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