The Representation of Subjective Consciousness among Young Rural Women on Douyin Short Videos

Abstract

In traditional society, rural women have long been marginalized, with their images symbolized and treated as the "other." However, with the rapid rise of short-video platforms, young rural women have gained unprecedented opportunities for self-expression. Drawing on case analyses of three representative accounts, this study explores their diverse and individualized pathways of subjectivity construction across three dimensions: local cultural identity, everyday life narratives, and the articulation of emotional relationships. By showcasing local culture, challenging gender stereotypes, and expressing personal emotions, these women gradually break free from conventional role constraints, achieving a transformation from "silent others" to "agentic subjects." Nevertheless, their subjectivity remains constrained by algorithmic mechanisms, patriarchal culture, and limited creative resources. The study concludes with a call for collaborative efforts from platforms, society, and policy to foster an inclusive and supportive media ecology that empowers young rural women to realize an enhanced sense of subjectivity.