Research on the Dissemination Mechanism and Effectiveness of Gender Equality Topics on Social Media
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Research on the Dissemination Mechanism and Effectiveness of Gender Equality Topics on Social Media

Xiaoran Tang 1*
1 Dalian Polytechnic University
*Corresponding author: Cranelinovo@gmail.com
Published on 20 July 2025
Journal Cover
LNEP Vol.109
ISSN (Print): 2753-7056
ISSN (Online): 2753-7048
ISBN (Print): 978-1-80590-281-2
ISBN (Online): 978-1-80590-282-9
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Abstract

With the rapid development of digital media, live streaming sales, as an emerging consumption and communication model, not only reshape consumer behavior and business structure, but also subtly promote the redistribution of gender roles. Especially in China, the high participation of women in live streaming sales is not only reflected in their role as anchors, but also in the composition of the main consumer group. From a sociological perspective, this article focuses on the study of consumer behavior motivation and explores the gender, culture, and social significance behind it. Through the analysis of the performance of female anchors in live streaming platforms, the classification of consumer motivations, and their social interaction patterns, this article finds that media platforms not only enhance the social visibility of women but also contribute to their economic and cultural empowerment. This bottom-up social practice has gradually changed the passive role of women being "watched" in public spaces, turning them into active subjects with expression and influence. The article concludes that although live streaming sales have promoted the process of gender equality, it still requires joint efforts from platforms, policies, and society to truly achieve structural support and long-term empowerment.

Keywords:

Livestreaming, Sociology, Feminism

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Tang,X. (2025). Research on the Dissemination Mechanism and Effectiveness of Gender Equality Topics on Social Media. Lecture Notes in Education Psychology and Public Media,109,49-53.

References

[1]. Abidin, C. (2016). Aren’t These Just Young, Rich Women Doing Vain Things Online? Influencer Selfies as Subversive Frivolity. Social Media + Society, 2(2). Available at: https: //doi.org/10.1177/2056305116641342

[2]. Chen Y. (2021). Gender, Platformization and Work in the Digital Economy. New Media & Society, 23(1): 112–128.

[3]. Zhao, E. J., & Lim, S. S. (2021). Reimagining Women’s Empowerment in the Platform Economy: A Case Study of Livestreaming in China. Feminist Media Studies, 21(6), 957–973. Available at: https: //doi.org/10.1080/14680777.2020.1812031

[4]. Bourdieu, P. (1986). The forms of capital. In J. Richardson (Ed.), Handbook of Theory and Research for the Sociology of Education. Greenwood, pp. 241-258.

[5]. Giddens, A. (1984). The Constitution of Society: Outline of the Theory of Structuration. University of California Press.

[6]. Duffy, B. E., & Hund, E. (2015). "Having it All" on Social Media: Entrepreneurial Femininity and Self-Branding among Fashion Bloggers. Social Media + Society, 1(2). Available at: https: //doi.org/10.1177/2056305115604337

[7]. Banet-Weiser, S. (2018). Empowered: Popular Feminism and Popular Misogyny. Duke University Press.

[8]. Tong Zhou (2023). Analysis of Women's Consumption Behavior under “Her” Economic Background Market Observation, (6): 42–45.

[9]. Hochschild, A. R. (1983). The Managed Heart: Commercialization of Human Feeling. University of California Press.

[10]. Goffman E. (1959) The Presentation of Self in Everyday Life. Doubleday, New York.

[11]. Li Wang. (2021).Research on the Role Transformation of Women in Live-streaming E-commerce Modern communication, 43(5): 115–121.

[12]. Taobao Content Center. (2022). Her creative plan was officially released. Available at: https: //www.taobao.com/women-plan

[13]. Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, "micro-celebrity" and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191–208. Available at: https: //doi.org/10.1080/19392397.2016.1218292

[14]. Jing Zhang, Chang Liu. (2020). The Impact of Live Streaming on Gender Structure. Media Forum, 14(2): 34-39.

References

[1]. Abidin, C. (2016). Aren’t These Just Young, Rich Women Doing Vain Things Online? Influencer Selfies as Subversive Frivolity. Social Media + Society, 2(2). Available at: https: //doi.org/10.1177/2056305116641342

[2]. Chen Y. (2021). Gender, Platformization and Work in the Digital Economy. New Media & Society, 23(1): 112–128.

[3]. Zhao, E. J., & Lim, S. S. (2021). Reimagining Women’s Empowerment in the Platform Economy: A Case Study of Livestreaming in China. Feminist Media Studies, 21(6), 957–973. Available at: https: //doi.org/10.1080/14680777.2020.1812031

[4]. Bourdieu, P. (1986). The forms of capital. In J. Richardson (Ed.), Handbook of Theory and Research for the Sociology of Education. Greenwood, pp. 241-258.

[5]. Giddens, A. (1984). The Constitution of Society: Outline of the Theory of Structuration. University of California Press.

[6]. Duffy, B. E., & Hund, E. (2015). "Having it All" on Social Media: Entrepreneurial Femininity and Self-Branding among Fashion Bloggers. Social Media + Society, 1(2). Available at: https: //doi.org/10.1177/2056305115604337

[7]. Banet-Weiser, S. (2018). Empowered: Popular Feminism and Popular Misogyny. Duke University Press.

[8]. Tong Zhou (2023). Analysis of Women's Consumption Behavior under “Her” Economic Background Market Observation, (6): 42–45.

[9]. Hochschild, A. R. (1983). The Managed Heart: Commercialization of Human Feeling. University of California Press.

[10]. Goffman E. (1959) The Presentation of Self in Everyday Life. Doubleday, New York.

[11]. Li Wang. (2021).Research on the Role Transformation of Women in Live-streaming E-commerce Modern communication, 43(5): 115–121.

[12]. Taobao Content Center. (2022). Her creative plan was officially released. Available at: https: //www.taobao.com/women-plan

[13]. Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, "micro-celebrity" and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191–208. Available at: https: //doi.org/10.1080/19392397.2016.1218292

[14]. Jing Zhang, Chang Liu. (2020). The Impact of Live Streaming on Gender Structure. Media Forum, 14(2): 34-39.

Cite this article

Tang,X. (2025). Research on the Dissemination Mechanism and Effectiveness of Gender Equality Topics on Social Media. Lecture Notes in Education Psychology and Public Media,109,49-53.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICEIPI 2025 Symposium: Understanding Religious Identity in Educational Contexts

ISBN: 978-1-80590-281-2(Print) / 978-1-80590-282-9(Online)
Editor: Kurt Buhring
Conference website: https://www.iceipi.org
Conference date: 20 August 2025
Series: Lecture Notes in Education Psychology and Public Media
Volume number: Vol.109
ISSN: 2753-7048(Print) / 2753-7056(Online)

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