Constructing Cultural Identity on Douyin: A Thematic Analysis of 1249 Short Videos from Nujiang, China

Abstract

Social media platforms serve as structures for constructing cultural identity in various countries, including China. Douyin is the Chinese version of the TikTok platform, where the TikTok platform is a tactic for ethnic minority representation in China. Cultural identity is represented differently in offline and online contexts, particularly within social media environments, as Douyin allows for unique expressions and interactions that reflect the diverse cultural backgrounds of its users. This study aims to explain how cultural identity is constructed on Douyin of ethnic minorities in the Nujiang Region of Yunnan, China, by thematic analysis. The amount of 1249 short videos were collected to examine the strategies used to establish cultural identity. The findings show that the most prominent categories are presented on the Douyin platform are lifestyles and local practices (36.60%), ethnic traditions and customs (29.80%) and natural environment and geography (17.90%). These results suggest that cultural identity on Douyin is primarily constructed through representations of everyday lifestyles, ethnic traditions, and the natural environment. The uneven distribution of themes indicates that cultural identity on the platform does not fully reflect social reality, but rather highlights particular aspects of ethnic minority culture. Overall, the findings demonstrate that cultural identity on Douyin is not merely expressed, but actively constructed through selective representational practices.