A Study and Outlook on Short-video Enterprises Undertaking Corporate Social Responsibility Initiatives: Taking TikTok and Bilibili as Examples

Abstract

The corporate social responsibility of short video industry emanates from a variety of areas, including content management and regulation, safeguarding the rights of short video creators, as well as contributing to social welfare and community development. This paper delves into the initiatives undertaken by two prominent short video enterprises, namely TikTok and Bilibili, in fulfilling their corporate social responsibilities. By conducting a comprehensive analysis of the operational models and identifying stakeholders, this study examines the specific measures adopted by these two enterprises in safeguarding the rights of creators, promoting rural revitalization, and fostering the development of high-quality content for adolescents. The research findings reveal that both TikTok and Bilibili have proactively implemented measures to fulfill their corporate social responsibilities. In response to instances of copyright infringement in the realm of short videos, both platforms have implemented measures such as content takedowns and providing legal assistance to protect the rights of video creators. In the context of rural revitalization, TikTok employs its distinctive e-commerce system to facilitate the marketing of agricultural products, while Bilibili focuses predominantly on rural education. In relation to the growth of adolescents, both short video platforms have intensified their content scrutiny and actively promote the creation of high-quality content to provide proper guidance in terms of values. These measures not only contribute to the establishment of a favorable industry ecosystem but also make a significant contribution to the sustainable development of society.