Discourse Context & Media· 2026Q1
The formation and negotiation of hybrid identity: A multimodal discourse analysis of Chinese intangible cultural heritage vloggers' videos on Douyin
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- Q1SCImago
- 2026year
Short summary
Chinese ICH vloggers on Douyin strategically negotiate hybrid identities, balancing platform demands for visibility and algorithmic access with their roles as craft inheritors and cultural revitalizers.
AI-generated from the title and abstract; the full text is not read.
Key points
- Vloggers adopt a 'one-body three-facet' identity structure on Douyin.
- Datafication compels visibility competition, while identity as craft inheritors grants algorithmic access.
- Commodification is legitimized as cultural revitalization through discursive masking.
- Craft inheritance provides normative boundaries for vlogger practices.
AI-generated from the title and abstract; the full text is not read.
Abstract
This study examines how intangible cultural heritage (ICH) vloggers on Douyin negotiate hybrid identities under platform pressures. Integrating Multimodal Discourse Analysis (MDA) with Integrative Identity Negotiation Theory (IINT), we propose a Platform-Based Integrative Identity Negotiation Framework and analyze 70 top vlogger videos through MDA. Findings reveal a one-body three-facet structure: datafication compels vloggers to engage in visibility competition under the guise of content producers, yet vloggers ultimately seek algorithmic access by virtue of their identity as craft inheritors; commodification shapes commercial roles, but requires discursive masking to legitimize monetization as cultural revitalization; selection sets normative boundaries anchored in craft inheritance. This study extends IINT from cross-cultural geography to digital platform ecosystems, revealing how vloggers strategically reconcile platform commercial logic with national heritage discourse through multimodal negotiation. The framework offers an integrated lens for researching ICH digital dissemination and identity practices in algorithm-driven environments.
The authors' abstract, as published at the source. Discourse Context & Media, 2026 · DOI ↗
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Field: Speech and Hearing
Speech and HearingHealth Professions