In this final phase, I summarize the data and experiences gathered over the past three months regarding XiaoHongShu, a critical social media platform in China, especially influential among women.
XiaoHongShu’s user base mainly comprises young people, particularly women born after the 1990s, interested in fashion, beauty, health, and travel. The platform boasts over 200 million monthly active users, with 72% being post-90s generation and 50% residing in first and second-tier cities (QuestMobile, 2023).The primary user activities include discovery, creation, sharing, and searching, with a high trust in the authenticity and quality of content.
In comparison to other platforms like Douyin, Kuaishou, Weibo, and Bilibili, XiaoHongShu ranks third in user scale as of September 2023, with a younger user demographic and stronger penetration in more affluent urban areas. Notably, XiaoHongShu’s growth rate has been significant over the past year, and its users spend an average of 71.7 minutes daily on the platform, with a concentration of influencers having fewer than 500,000 followers(QuestMobile, 2023).
My reflection is structured into five parts:
- First Ban Experience
My initial post, a simple illustration of the female body, resulted in a 7-day ban for violating content guidelines, labeled as ‘inappropriate’. This led me to interview an internet celebrity to understand this phenomenon, revealing the inherent gender biases in social media rules and the influence of social and cultural contexts. I adapted by posting in a more subtle and academic tone, focusing on safe topics like K-pop girl group music videos and essay-like articles to avoid direct discussions on the female body.
- Encounter with MBB
After my first post, a 1999-born girl named MBB reached out, finding support in my content. She became a significant stakeholder, previously known to me as a student but with limited interaction. Through the project, we developed a friendship, and her perspective as a Gen Z Chinese woman was insightful. Her change through the project’s interventions was encouraging, though my impact remained limited to a small group of women.
- Impact of Cyberbullying
A specific blog post of mine details the impact of cyberbullying, highlighting the challenges in discussing female body image in China and the effects of ‘male gaze’ and societal expectations on women. This led me to focus interventions on self-acceptance and awareness, offering safer and more private approaches.
- Ongoing Observation
Over these three months, I continuously monitored the data changes on my XiaoHongShu account, treating it as a long-term intervention. As of December 3, 2023, daily views and interactions have been growing, with feedback from followers suggesting the lasting impact of the content online.
- Future Applications
Post-project, I might close this account due to uncertainty over the intentions of new followers gained during the cyberbullying phase. However, the observed sustained influence of social media platforms is significant. Future plans include combining social media with lingerie branding, creating an account to promote positive body image and facilitate gender communication, using lingerie as a medium to emphasize the importance of body image.
Overall, this experience with XiaoHongShu has been a meaningful and challenging journey, marking my first substantial engagement with social media.
Referenceļ¼
QuestMobile (2023a). QuestMobile 2023 She-Economy Insight Report: Nearly 600 Million Active Female Users, Consumer Desire and Capability Far Surpassing Males, Three Major Trends Highlighting ‘Value’ Transition – Industry Research Report – QuestMobile. [online] www.questmobile.cn. Available at: https://www.questmobile.cn/research/report/1632941902704775169 [Accessed 13 Aug. 2023].
QuestMobile (2023b). QuestMobile 2023 New Media Ecosystem Insights: Industry User Base of 1.088 Billion, User Circulation and Segmentation Entering a New Phase, Platforms Seeking Growth and Monetization through Two Major Approaches – Industry Research Report-QuestMobile. [online] Questmobile.com.cn. Available at: https://www.questmobile.com.cn/research/report/1726888249161519105 [Accessed 23 Nov. 2023].