Consumer video activism in China: an empirical investigation into its origins, dynamics, and impacts

Yu, Zizheng 2021. Consumer video activism in China: an empirical investigation into its origins, dynamics, and impacts. PhD Thesis, Cardiff University. Item availability restricted.

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Abstract

Abstract Short videos and short-video-based (SVB) social media platforms are emerging as a handy tool for many Chinese consumers to safeguard their rights and interests. In characterising these efforts as “short video activism”, this thesis represents an empirical investigation into its origins, dynamics, and impacts. It critically engages with the literature on consumer activism and video activism, outlining three key phases of consumer activism (online forums and online petitions; social media platforms; SVB platforms) and introducing the fourth phase of video activism (short video activism) in China. This dissertation applies grievances generation theories and the concept of repertoires of contention to study this phenomenon. The findings show that businesses’ inactions and government departments’ negligence, and consumers’ practices of posting short videos on SVB platforms co-generate consumers’ grievances leading to the adoption of the short video activism tactics. This thesis argues that these practices become an inventive repertoire of contention for Chinese consumers. A critical media practice approach is adopted in this thesis to examine the dynamics behind this phenomenon. Drawing on 56 interviewees with four groups of actors (consumers, media practitioners, PR officials, and government department officials), this thesis investigates the perceptions, motivations and impacts of the short video activism tactics. Furthermore, relying on the analysis of four paradigmatic cases, it reveals the complex negotiations between consumers, media, businesses, and government departments involved in these dynamics, and shows that these interrelationships can affect the effectiveness of these tactics. This thesis also develops a “consumer sphere” model, which further elucidates these complex interrelationships. The findings reveal that safeguarding their rights and those of the general public is the main motivation for Chinese consumers to use short videos to protest. Moreover, these tactics provide short video evidence that businesses and government departments cannot ignore, prompting them to respond to the demands of consumers.

Item Type:	Thesis (PhD)
Date Type:	Completion
Status:	Unpublished
Schools:	Journalism, Media and Culture
Subjects:	H Social Sciences > H Social Sciences (General)
Date of First Compliant Deposit:	1 March 2022
Last Modified:	05 Jan 2024 08:07
URI:	https://orca.cardiff.ac.uk/id/eprint/147848

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