Operation and Efficacy of Self-Expression by Disadvantaged Groups on Douyin: An Empirical Study Based on Representative Accounts

Abstract

Against the backdrop of short-video platforms’ deep integration into social life, Douyin has become a significant arena for disadvantaged groups to break through traditional discursive barriers. This study examines representative self-media accounts of three disadvantaged groups on Douyin—rural women in distress, youth from struggling families, and women with disabilities—using a combination of case analysis, questionnaire surveys, and in-depth interviews over a six-month period. It analyzes the operational mechanisms of their self-expression and constructs a hierarchical social impact evaluation framework encompassing “awareness-building, mutual support, and real-world problem-solving.” The findings indicate that authentic storytelling, algorithmic adaptation, and collaboration with public welfare initiatives form the core operational logic of self-expression for disadvantaged groups. While these efforts successfully reshape stereotypes at the cognitive level and foster small-scale, short-term support behaviors at the mutual assistance level, their effectiveness in resolving real-world problems remains limited. From the perspective of empowerment theory, self-media provides significant individual empowerment for disadvantaged groups. However, due to constraints such as platform-driven traffic logic and the lack of robust social support networks, societal empowerment exhibits a “fragmented” character. This study highlights the limitations of new media empowerment and offers empirical insights for the development of self-media by disadvantaged groups and future research.