ABSTRACT
Chapter 4 unpacks the prevalence of the short-video industry in China. By mapping the major players in the field, this chapter considers the functionality, business strategy and target audiences as ways to differentiate Douyin from other platforms. Further, it explores the proliferation of youth culture and the development of UGC and notes the importance of user engagement and community building. The key element to Douyin’s success lies in the growing popularity of subcultures, such as hip-hop, a formerly underground culture that has long been excluded from the mainstream. The eruption of rap culture in 2019 signalled changes in content censorship and the inclusiveness of mainstream discourses, which gave rise to short-video platforms, particularly Douyin.
