The Study about the Impact of Douyin on Youth Culture and Consumption Behavior

Abstract

This paper explores the significant influence of Douyin on youth culture and consumption behavior. Through a detailed case discussion and analysis of theoretical perspectives, it highlights the tension between content homogenization and multicultural expression. This tension is driven by personalized content tailored specifically for individual users, with core processes revolving around big data analytics and algorithmic recommendation systems. These systems raise ethical considerations in influencer marketing. The study reveals that the platform’s phenomenally popular cultural content amplifies the influencer economy and intensifies societal phenomena, such as the spectacle of society, which impact the cultural identity and consumption preferences of young people. The paper offers a series of recommendations based on these insights. Firstly, it suggests strategies for content diversification to combat the homogenization trend and promote a richer tapestry of cultural expression. Secondly, it emphasizes the need to reinforce ethics in influencer marketing to ensure that young audiences are not exploited or misled. Lastly, it advocates for measures to mitigate the negative impacts of the Society of the Spectacle on youth culture and consumer behavior. These recommendations aim to cultivate a more balanced digital ecosystem and facilitate a healthier and more democratic communicative environment. By implementing these strategies, Douyin can foster a platform that supports diverse cultural expressions while protecting and empowering its young users.